Before we go any further, see if you know the correct answers to any of these 3 questions, and then we’ll talk about a very cool customer engagement strategy:
1. What’s the most important part of your sales letter, display ad or website?
2. If you had to choose between using direct mail or a full-page display ad to reach your targeted prospects… which one would be most effective — assuming the amount of people seeing the pitch, would be equal for both forms of media?
3. Who said “Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left.”
4. How many strings are on a standard electric guitar?
Finished?
O.K., good. Now many of these questions do you think you got right?
Let’s find out — here are the answers:
1. In my experience, the most important part of ANY sales message is — without exception — your headline.
I’ve had as much as a 400% boost in response rates just from changing my headline. So it’s worth it for you to sit down and really think deeply about the kind of message your buyer’s going to find most compelling.
This… is time well-spent.
Oh, and by the way, it’s been my experience that your offer is the second most important part of your sale.
2. With very few exceptions, for me… direct mail has always out-pulled any other kind of offline written media.
Besides being a very intimate form of communication (when’s the last time you read a letter while you were doing something else, or while someone was standing over you), you can say as much as you want in a letter.
Whereas in a space ad… you’re generally limited in the amount you can say, because there’s less “real estate” work with, in the first place.
Also, your buyer also has a lot more going on when he or she is reading a newspaper or magazine. But this is really a distant second reason, compared to the lack of space in a display ad versus a sales letter.
3. The amazing David Ogilvy said this.
If you want to see a bunch of good David Ogilvy quotes, just Google his name. He was a very practical person and a fantastic student of human nature and consumer behavior.
You should study him and read his books.
4. There are 6 strings on any standard electric guitar.
Now, how much effort was involved in taking this quiz?
Virtually none, right?
Sure.
And in a sense… wasn’t going through it, kind of refreshing? Kind of like, a welcome break in the middle of whatever you were doing?
Absolutely.
In fact, quizzes are one of the easiest kinds of “involvement devices,” or ways of engaging your customers, that exist. This is a very cool customer engagement strategy you can put together, with little effort.
Quizzes, questionnaires, surveys, whatever — the basic premise is the same: to engage your prospect… make them curious… and get them more involved in what you’re saying — and even more important, what you’re selling.
One more thing — make sure the questions you’re asking are relevant to your prospects.
In fact, the more relevant your questions are to what you’re prospects are concerned about, the more they’ll feel you understand them… and the more they’ll be open to hearing what you’ve got to say (and again, what you’ve got to sell).
On the other hand, the more irrelevant they are, the quicker your prospect will put down your letter to go and take care of other more important things on their mind, like… playing guitar.
Enjoy your weekend.
Now go sell something, Craig Garber
P.S. Download my 30-Day Cash-Flow Surge Program now — yours free
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listening to: Flowers and Stones – Asteroid (2007)