The copywriter’s secret agenda
24 November 2008What does a copywriter actually write about? The answer is almost anything apart from your product. Read on to discover why copywriters and food critics have much in common, and cut-and-paste our twelve-part list to distinguish good copy from bad.
What makes good copy? And do you really need it? What does a copywriter actually do that your staff can’t? Surely, no one knows more about your business than the people who run it?
These aren’t casual questions. I have been interrogated by a leading business man about why it took so long (five days) to create a direct mail pack. I’m sure his astonishment was genuine. But perhaps the fact that his staff hadn’t been asked to do the work makes those questions worth investigating.
The answer is, of course, that there are different kinds of writers. Many journalists could write a decent non-fiction book, for example. But they would probably have little success creating a novel. Fact finding and story telling are worlds apart.
Neither could a restaurant critic write a cookery book. Although the subject is still food, somehow that leap is rarely made.
Those writers are part of an editorial team that together creates a publication’s appeal. But let’s look at what this actually means and how some famous writers actually achieve that high regard.
What do top writers actually write about?
The two top food and restaurant writers at the Sunday Times are AA Gill and Michael Winner. They are the paper’s star columnists. Without them, circulation would drop. Those two writers are the reason many people buy the paper each week.
But they don’t actually write much about food. I analysed one of AA Gill’s food articles and just 18% of his 1100 words was about food. It was mostly about the National Health Service and how they wouldn’t be giving fat people hip or knee surgery. That theme went on right into the second page. He wrote just 200 words about the oysters he ate and the oysters weren’t even cooked.
Michael Winner’s article in the same issue carried 17% of his 1440 words on food, even less than AA Gill. He writes mostly about the people in the restaurants he visits and the celebrities he knows.
Why aren’t these star writers writing about food? How do they get readers to respond – to come back week after week, year after year?
Why food writers are like copywriters
Those food articles are directly relevant to copywriting because a good copywriter won’t write much about what you produce. If that’s what was required all he would need to do is send out a list of product features. And all a food critic would do is reprint the menu with a score next to each item.
No. Most of the copywriter’s message will be about your prospects’ needs and wants and how your information will meet them. Copywriters and food critics have many things in common. Both jobs are difficult and disguise important truths. Let’s examine what these truths are.
A food writer can’t write much about the food he tries because:
A. What makes a good restaurant is the ambience, not the food
B. Restaurant food in the UK is a mediocre version of overseas cuisine
Many readers will take issue with these statements. Surely we have many great restaurants and chefs? Didn’t we eat in one only last week? Sorry, but no. We Brits know very little about good food and wine. Most of our celebrity chefs would be unable to sell their food in France or Italy at even half the price. Our inferiority complex is why so many of our menus are in French and why food and restaurant critics write about almost anything else — they just can’t let on to us readers how ignorant we all are.
A copywriter’s hidden agenda is similar: he or she is not writing about your product but about the reader and what interests him. If you look at one of the example promotions illustrated on this website you will see there is very little written about the product itself until you get beyond the early pages.
Yes, but supposing the copy doesn’t work?
Copywriting is the art of selling by writing. But there is much more to that than just words. The reason many smaller businesses don’t commission professional copy is because they worry it won’t get results and all their money will be wasted. But if you are commissioning a letter, then the copywriter must be able to predict what revenue will come in. That target should be part of his brief because like any business person you are looking for long-term profits.
Only an experienced copywriter can achieve this. Although your marketers may be able to write workable copy, they either won’t like doing it, or they won’t be very good at it. Even a fairly good piece from an enthusiastic marketing person will only pull around half the response produced by a professional promotion. You can see a recent mailing from Conde Nast Traveller magazine to see what in-house writing looks like.
Click on the link below to take a look:
Conde Nast Traveller magazine direct mail pack
So what’s a professional copywriter worth? If you expect to bring in 10,000 orders at £45, that’s £450,000 revenue. Doubling the response means you bring in £900,000, making an additional £450,000. Simple, isn’t it? You pay your copywriter out of that.
In most companies with a serious marketing budget the staff marketers rarely write their own copy. It’s a rare animal that can combine creative writing with working in a busy marketing department. There are personnel, budgeting and production responsibilities and little time for creative thought.
Writing copy is a specialist task because getting money out of people is not easy. There are 12 elements to the buying process. Get them wrong and those prospects won’t buy.
How to distinguish bad copy from good
What constitutes a good example of copywriting? The ultimate test is results. Good copy reveals itself by the response it achieves. There are, however, tell-tale signs that distinguish bad copy. Here are twelve vital tests to assess a piece of copy:
1. Headline USP: does the headline describe the unique benefit of your product? Does it answer the prospect’s inevitable primary question: ‘What’s in it for me?’ If the benefit can be applied to any other product it’s a sign of weak copy and you should turn it down.
2. Objection handling: do the opening paragraph and heading cover the main objections a reader may have to buying? If you are selling information, could the reader get it via the internet or another cheaper source? The rationale for buying from you must overcome that objection.
3. Benefit-led: do not accept an offer-led promotion, where the main message is a cut-price deal. Unfortunately, repeat business is rarely achieved by cutting the price or giving away expensive free gifts. You need a benefit-led promotion to bring in long-term profits. The concept or message must catch the reader’s imagination and describe how much better off he will be with the product over the coming years.
4. Inexpensive production: is it cheap to print and dispatch the promotion? If it’s a mailing pack, the letter and order coupon should be cheap to print, to enable you to: (1) Run various price tests without incurring large bills, and (2) Allow inexpensive reprinting through the coming years as long as the mailing remains profitable.
5. Convincing copy: although copy will inevitably contain information about the product and its features, it should describe exactly what each feature means to the reader and how it will help him. All benefits should be declared, no matter how many pages it takes. Remember long copy works best.
6. Irresistible offer: is the reader unceasingly pushed towards the offer and order form? If it’s a web promotion, are there regular links to the details of the offer and the order page? Does the order page summarise the offer clearly?
7. Coupon: is the whole offer encapsulated in the coupon so the busy reader can see all he needs to know in one spot? Remember ‘readers’ will not read all of your promotion – they will ‘scan’ it to see if it applies to them.
8. Will it get read? The draft promotion you are shown may look good to you, because it’s all about your product and company. But most promotions remain unopened and unread. What reason does the prospect have to open it up, read it and respond?
9. Testimonials: testimonials give independent verification and it should be impossible to use them to describe another product. For example: ‘An indispensable overview of the whole market. I couldn’t imagine my working life without my weekly fix of _________’ could describe any business publication.
10. Deadline: is there a convincing reason why the reader should buy the product today? If not the prospect will put your promotion aside until ‘later’.
11. Track record: a copywriter should not simply present past work and let it ‘speak for itself’. It may look impressive, but what were the problems faced in the marketplace and what was the solution? What ROI has it achieved?
12. Longevity: are the copywriter’s previous promotions still being sent out? If not why not? A good piece of work is like a self-motivated salesperson, it will bring in repeat business year after year with only occasional input from you.
Your new promotion should be seen as a great asset-building machine. It must be peppered with so many compelling benefits it will awaken and excite the aspirations of thousands of prospects, transforming them into valuable repeat customers.
Just like a good restaurant.
Peter Hobday
Direct mail coupons - 5 ways to boost response
24 November 2008Here are five techniques that will increase the response to your promotion by at least 30 per cent. All can go in the coupon in your direct mail pack:
1. See before you buy: put those words in a box in your coupon. It’s another way to tell the reader it’s a free trial offer. That means he can send the item back for a full refund.
2. Free trial offer: explain carefully in detail in the coupon what the free trial promise is. For example, give the reader ‘10 days at your desk to decide’.
3. Very urgent orders: Telling people there is a way of getting their order in a hurry will always increase response. You can do that by giving a priority telephone or fax order number.
4. Ordering more than one: tell people what to do if they want several items, for friends, family or colleagues. This works especially well in the lead-up to Christmas.
5. Opt-in box: getting people to agree to receive further promotional material means lots of extra revenue, but can be a difficult to do. The answer is, don’t apologise: sell it as ‘A full updating service’. But make sure you give readers the opportunity to be taken off the mailing list, either entirely or partially.
A note of caution! You may be tempted to skim over these five techniques and think you have either seen them before, or that they are ‘just commonsense’. Or you may agree they are useful and will try to remember to ‘use them in the future’. But those five gems are worth printing out and pinning to your wall.
Why?
Details like these will turn an average promotion into a star performer, slow business into fast-moving and a mediocre copywriter into a great one.
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
Current events can boost response
24 January 2008Linking your promotion to a current event can have a wondrous effect on response. For an investment newsletter, a good time is when the stock market leaps.
If you are promoting political party memberships, then the lead-up to an exciting general election or the relaunch of your party is a good time to attract new converts.
If yours is a charity, it can be when the something relevant comes up on the news.
Below is a link to a promotion sent out by the Peak Performance website. At the time of despatch, England had won two games in the opening stage of the World Cup:
Sports Performance Bulletin world cup.eml
The disadvantage of this technique is that those new customers may fade away when the excitement dies. Ensure, therefore, you capture your customers with a direct debit or continuos credit card authority payment.
There are other measures that are necessary to keep new customers on board: for example, make sure the copy you use to contact them takes their source into consideration. You will need to remind them of your initial promotion.
Mailing lists - maximising profits - part 2
20 January 2008Here are the remaining hot tips for maximising revenue from your mailing lists for sales and marketing letters. The content of this article was provided by Mike Chantry of Hilite Direct Marketing, the leading list owner and manager in its field.
9. Multi buyer selections
Many mailers claim that a multi buyer is three times more likely to buy from you again than a single buyer. This also holds true for mailers mailing other company’s multi buyers. It’s usually worth paying a premium for this selection.
10. Response rates
If you get a 5% response when mailing your first test list that is NOT your response rate – it’s the very best you can hope to achieve. Your true response rate is the level at which you would still continue to mail.
11. Response comparison: ads – inserts – mailings
The results of over 20 test results I have seen over the years have been pretty consistent. If you get one reply to every one thousand subscribers to a particular magazine advertisement you would get three replies to a loose insert and 10 replies if you mailed them.
12. Discounts
If you ask for a price deal after a successful test, most list owners will know the list worked for you and you won’t get much of a discount. Ask your broker to negotiate the rollout discount before the test.
13. Test sample size
For a statistically valid test you can use a target of 50 responses per cell. If you are testing two cells on a certain list and you expect a 1% response, you would need to mail 5,000 of each cell to get the 50 replies. If you got 70 replies from one cell and only 50 from the other the test would be valid. However, if both test cells only gave you 15 replies the test would be invalid and you could safely say that both tests failed.
14. Roll out increase
Restrict your roll out to a maximum of five times the test. A successful test of 5,000 from a 155,000 list would indicate a limited rollout to 25,000 next time, followed by a mailing of 125,000.
15. Net names – when to use
When you merge two or more lists together you will find people who appear on one or more lists and you may pay for thousands of duplicate names. Most list owners will offer you an 85% net names deal on lists where you order 20,000 names or more and only charge you for the names you use.
16. Net names – when not to use
When your list orders are small you will have to pay for the names you don’t mail. However, as these names bought from at least two firms they are the multi buyers– the very best prospects. These people are often worth a remail in three or four week’s time. If you can vary the look of your mailing you could find that the remail segment is the most profitable.
17. Endorsed mailings
A letter from the list owner endorsing your product or services nearly always lifts response considerably – although it does depend on the relationship the list owner has with its customer list. The price charged for this service is around £50 per thousand, a share in the profits or a reciprocal deal. Care needs to be taken on the amount of times the list has been exposed to an endorsement.
18. Finding responsive names
The descriptions that list owners and managers use to promote their lists are essentially advertisements. It’s the background on the list that is often more revealing.
Discover how the people got on the list. Did they complete a free prize draw entry or have they parted with real money to buy a product or service similar or complementary to your own? In consumer mailings you will find it almost impossible to beat buyer lists, especially those generated by direct mail.
19. Reasons for being on a list
The more effort a person has made to get on the list the better the list will be:
A business book buyer is better than an exhibition attendee, who is better than a controlled circulation responder, who is better than a company director from a Companies House record, who is better than someone listed in a phone directory etc.
20. Publishers’ lists
Publishers mail their lists regularly so they should be very clean. Paid subscribers are better than non-paid and those recruited by direct mail are at the top of the pile.
21. Lifestyle lists
Mail order buyers nearly always beat compiled lifestyle lists. The data is expensive to accumulate so the temptation is for the data owner to rent it beyond its shelf life.
22. List sources
Apart from your favourite list broker, there are two major resources where you can look for lists: Lists and Data Sources (LADS) is a twice-yearly directory listing over 4,000 UK mailing lists and costs £90 an issue. List Link is a web based searchable list of lists costing £125 for three months. Go to www.list-link.co.uk for details.
23. List brokers
No qualifications are needed to become a broker and there are some dubious operators on the fringes of the industry. Membership of the Direct Marketing Association should be a minimum requirement when choosing a broker.
24. List owners
A good list of addresses could generate between £1 and £4 for each name in clear profit in the first 12 months. With these names a by-product of the main business, and with the very high margins, list rental can be a highly successful profit centre in any mail order company.
25. How to order lists
Work through these questions:
• List name
• Quantity
• Selections – geographical-sex-status (buyer etc)
• Exclusions – all past orders or just the last one?
• Flagging – always specify that you want the records flagged for possible future suppression
• Format – disk, tape or e-mail
• Layout – do you need title, initials/forename and surname on separate fields (always worth specifying along with postcode and country names on separate identifiable fields).
• Delivery date – most list owners need five days
• Delivery address
• Agreed price
• Net names deal if any (see note on net names)
• Payment terms if more than 30 days are required
26. Day of the week to mail
I have seen many tests conducted and have been unable to draw any conclusions as to the best day of the week to mail. There may be specific offers – such as gardening or DIY product mailings aimed at increasing store traffic – that may favour Saturday delivery, but most offers aren’t sensitive to the day of mailing.
27. Months of the year to mail
Here are my best guesses at how each month might perform for a non-seasonal product. 100% is the best response you hope to get:
January 100%
February 90%
March 90%
April 90%
May 85%
June 80%
July 80%
August 75%
September 95%
October 90%
November 75%
December 60% (unless in the Christmas gift market)
In the past most mailers avoided the summer holiday period. However, with people getting longer holidays from work, they can spread their holidays more. With fewer mailings in the summer, response goes up from the people who are at home.
Hilite Direct Marketing Services, Ash House, Ash Road, New Ash Green, Longfield, Kent DA3 8SA (tel: 01474 874848) The Hilite web site is: http://www.hilitedms.co.uk
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
Your Sales Letter Was Too Good!
15 January 2008This chap sent me this message because he had responded twice to my promotional letter!
Hi Peter,
Yes, I am complaining because your sales letter was too good!
Last week I signed up for the trial subscription. Then today you sent me the sales letter to another one of my email addresses.
I was so impressed with your sales letter that I signed up all over again. That is some copy!
I’m sorry for the inconvenience, but if it is at all possible would you mind please refunding my second subscription cost. I have already cancelled the subscription on PayPal.
I thank you for your help,
Mike S Pratt
Our Sales Letter Wizard teaches how to construct a sales message for web or direct mail.
Register here for your free sample sales letters and marketing letters:
We will never give or sell your details to a 3rd party
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
How to avoid writing a poor sales letter
15 January 2008If you want to see how easy it is to create a poor letter, the link below will take you to the MarketingProfs.com Know-How Exchange forum to see how even serious marketers say the wrong thing to the wrong people:
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
27 ways to maximise profits from your mailing list
12 January 2008Lift response, decrease costs and avoid problems
Mike Chantry, the Managing Director of Hilite Direct Marketing Services provided the insider tips for this article. Hilite is the leading list owner and manager in its field. The Hilite annual lunch, held at the Institute of Directors in London, is a who’s who of Internet and direct marketing entrepreneurs. You can spend months of your time trying to discover what products are currently bringing in the most money for direct marketers, but after a couple of glasses of wine those hard-nosed business people at the Hilite lunch will tell you for nothing.
Hilite clients are a loyal bunch and you can see the same faces year after year. They all rely on Hilite’s personal approach, which is only possible because Mike Chantry comes from a publishing background. This kind of personal guidance is unusual in the list broking business.
A good broker will help you avoid poor lists and maximise profits from the best lists. In general you should seek out the broker with the most experience in your marketplace. Whilst they may be also working for your competitors, they are best placed to see you find the best lists. You can see the Hilite website at:
1. Gone aways (also called ‘nixies’)
Even an up to date subscription list will generate 1.5% ‘gone aways’ and a well maintained buyers list around 3%. Some poorly maintained lists are as high as 10%, which is unacceptable. Most list owners give 20p refund for every gone away returned over 4% but may only count the official Royal Mail returns as gone aways.
2. When poor data can be worth mailing
There are still direct marketers who are very poor at entering data. However, while the appearance of their lists may look bad these lists can still be stars when it comes to response.
3. Avoiding dishonest list owners
Some unscrupulous list owners have been known to supply 5,000 names from their very best, most recent multi buyers, pretending it to be a random selection. Then when the mailer rolls out 25,000 the response rate shrinks dramatically. To avoid this, select by random postcodes over the country.
4. Renting a list for a second use
Most list owners/managers are prepared to offer one third off if you take the same names again to promote the same product within a three-month period. Phone and negotiate the option to do this before the first list rental.
5. Data overlays
It is possible to overlay extra information on certain lists to select certain housing types (Mosaic, Acorn, etc) investors, those with county court judgements (possible to include or exclude). It may be worth using for refining a big list that doesn’t pull enough response in its present form.
6. Mortality file
A list of dead people, taken in the main from published wills, is available to ensure you do not cause distress to the relatives of the deceased. While the speed the data takes to come on stream is improving, the cost of finding a tiny number of people means that this option is not currently widely used.
7. Hot names
The best names on a list tend to be the most recent buyers. Normally three months is the oldest any hotline name should be. When you are testing a concept many mailers keep their risk to a minimum by using hotline names only. However, you then need to be careful not to roll out without testing an nth selection from the balance of the files that worked.
8. Nth selection
This denotes a random selection that’s needed to test a list before risking mailing the full quantity. The term comes from 1 in N – if you want to test 5,000 from a 100,000 list you would be given 1 name in every 20.
Register at the top of the page to receive the link to our confidential area and read the rest of this article.
If you are interested in publishing, go to the Subscriptions Strategy website for an inside look at marketing for publishers ..
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
Copywriting – how to write a gripping letter
24 November 2007A well-crafted sales letter or marketing letter can have an extraordinary result. This is why copywriters are paid so much for their work – far more, for example, than famous fiction authors.
A top copywriter gets around US$ 1500 / £800 a day. So why are they paid so much?
Like most things in business, it’s about profit.
The well-crafted letter can achieve three times more revenue than a letter produced in-house. A first effort will look fine to the untrained eye. It’s only when the results come in that questions are raised. So why does one letter work so much better than the next — and go on working for years?
A professional copywriter can increase business significantly. He or she is trained to spot the trigger points that will catch the interest of your prospects – and increase response.
However, most businesses do not use a copywriter – they write their sales letters themselves. Some lucky businesses can do this – they simply explain what they offer and customers buy their product.
Most, however, especially those selling an intangible product such as advice or a business service, need an expert salesperson to bring in orders. And that is what a good letter is – an expert salesperson.
In this article we reveal the method used by one of the UK’s most successful copywriters to write effective sales letters.
The art of successful communication
The first principle of communication is:
‘It’s not what you say, but what the listener hears that’s important’.
These are very often two different things. You cannot assume the listener or reader is automatically tuned in to you and your message. With copywriting, it’s what the reader gets out of the letter that’s important.
Three vital components
Here are three vital components you must include:
1. The benefit: the reader immediately wants to know “What’s in it for me?” You must, therefore, make your proposition as clear and relevant as possible. Your Unique Selling Point (USP) or prime benefit needs to be instantly communicated, which is why it usually goes in the headline
2. Risk reversal: the reader will then want to know “what’s the risk?” How you handle the reader’s caution about spending money or making a commitment will directly affect response to your letter. It is also often necessary to explain what the reader will loose out on, or suffer from not responding
3. Handling objections and questions: the reader will have a number of objections and questions that need addressing. This is the bit that so many writers just don’t address at all
The better your reader is tuned in to the advantage of responding, and the better you minimise his risk in doing so, the more response your promotion will achieve.
What is your Unique Selling Proposition?
Most of us have heard the phrase ‘*USP*’. But there is often confusion over its nature.
Below, we show answers to the USP question, posted on the Marketing Profs website
The Marketing Professors site provides marketing advice to Internet and offline marketers. It has a useful free discussion forum and it’s always an education to visit it. Here are two extracts from answers to the question posed by a member:
Q: ‘What is Unique Selling Proposition and Unique Value Proposition?’
A: ‘Unique Selling Proposition is a theme developed to inject a personality into a brand. It could be the main benefit from the brand. It is a plan to create perception in the mind of consumer. A shampoo may have USP of cleaning the hair, or clearing the dandruff.’
A: ‘Another major aspect of a USP (unique selling proposition) is that it is something distinct that gives you a competitive advantage. You may sell a soft drink, which has the benefit of great taste, but if you competitors offer this as well, it’s not so unique.’
The second writer is a bit closer, but none of those examples could be USPs.
A USP must be unique or it isn’t a USP. Cleaning hair and clearing dandruff are both common features of shampoo, so they don’t qualify.
If it were a shampoo that made straight hair curly – now that would be a USP. A soft drink with a great taste doesn’t qualify either. A soft drink that contained all your daily vitamins or minerals — that would be a USP.
Drafting the perfect sales letter — 10 rules
The best letters follows certain rules. The first rule is to never ever break a rule unless you have successfully tested an alternative! Your letter should:
1. Read like a personal business letter. In the UK, it’s best not to include too much sales talk
2. Use a common typewriter face like Courier – not a typeset face like Times New Roman. There is often lots of argument about this one, but it’s pretty pointless.
3. Offer a specific and unique benefit in the headline
4. Swiftly get to the point in clear language
5. Show an understanding of what motivates the reader
6. Include endorsements and examples of how the product or service has helped others
7. Incorporate copywriting tricks to ensure all main benefits are communicated (these are often trade secrets!)
8. Demand attention and action
9. Make a strong offer, summarised in a coupon
10. Give a deadline
Writing your sales letter – some pitfalls
Here is some advice from more than twenty years of testing:
Tone: write on a one-to-one basis as though you are writing to a favourite client – be formal, but friendly and enthusiastic. Be yourself. Avoid American style ‘sales-speak’, which doesn’t go down well over here
Design: do not try to make the letter ‘interesting’ by using different typefaces, colours, and illustrations. The letter must look like a normal, personal business letter. Save your design efforts for your brochure
Concept: the aspect of copywriting that takes the most time is researching and creating the ‘concept’ – the main idea behind the promotion that captures the reader’s attention and interest
Humour: avoid humour. Selling may be fun, but it’s a serious business!
Length: contrary to popular opinion, long letters bring more response. A letter should be as long as it needs to be to explain all the benefits you offer
Testing: always test your letter on a representative number of prospects before ‘rolling out’ to large numbers
Finally, it is not necessary to be original, so don’t try to be. If you see a form of words in a letter or advertisement that appeals to you, borrow them!
Sales letter - spread betting part 1
15 September 2007This is a ‘partner offer’ for MoneyMorning readers:
Dear Money Morning reader,
I wanted to share this with you straight away.
I’ve received a rush of emails about a way to
potentially make money by selling money that you
don’t even own… (don’t worry it’s all legal!)
I know it sounds strange, but this is a chance for
you to invest in something that the banks have been
keeping secret for years…
Click here for the full story on spread betting
Tom Tragett, the man behind all this, has spent 26
years working for some of the world’s major
investment banks – during this time he made them
millions upon millions of pounds!
But a new development meant he was able to walk away
from the city. He hasn’t done a full day’s ‘work’ for
two years.
Using his ability to hone in on what he calls ‘money
steals’ he’s started working for himself rather than
lining the pockets of the big private investors. And
now he’s offering you the chance to get in on the
action.
The beauty of this is that you hardly have to do
anything – just check your email once a day…
src=“http://pagead2.googlesyndication.com/pagead/show_ads.js”>
Confidential: the best and worst in marketing letters
12 January 2007Register now for access to our confidential area where you can download example sales letters and marketing letters that are working now, both via the internet and direct mail. There is also some pretty poor stuff too, just so you avoid making the same mistakes!
Register now using the subscribe box at the top of this page and we’ll send an instant welcome message to your email inbox with a link.
You’ll learn:
1. What’s working now? One of the UK’s top list brokers tells us what’s working at the moment. He should know because he either owns or manages the lists marketing people are renting. He lunches with the top mailers, knows what they are offering and what’s bringing in the response.
2. Building lists and dealing with brokers and list owners. Priceless information on how to profit from the lists you rent or borrow.
3. Example email promotions selling subscriptions in various markets. One of these is doing really well, while the others struggle. See the difference and work the effective features into your own efforts.
4. The best there is: email marketing doesn’t get any better than this long letter promotion that continues to bring in hundreds of new subscribers every time it’s sent out, each paying £53 / $97 renewing annually. It has never failed to work since it was first sent out in 2003.
This confidential area will be regularly updated, so add the page address to your ‘favorites’ folder.
Click here if you are interested in Subscriptions Marketing for an inside look at marketing for publishers ..