February 2010 Archives

12-Copywriting Tips to Make Your Advertising More Profitable

Year after year people make the same mistakes in direct-response copy and advertising. You can avoid the most common and costly blunders by following the following proven tips...

1. WRITE IN DIRECT RESPONSE LANGUAGE:

* Use short paragraphs and short words. This article has 68% short words-five letters or less. Strive for at least 65%-75%. Never go under 50% unless you are writing to Ph.D's.

* Make your sentences and paragraphs flow like a breeze.

* Ignore good grammar when you have a good reason.

* Keep the bucket brigade going: Start paragraphs with And, But, So you see, However...

* Use the freshest concepts and the most colorful language you can without disturbing the flow.

* Use hot words: free, profit, new, now, secret, easy, save, guarantee, today... and the hottest word of all: YOU!

* Use bullets... lots of them.

2. WRITE LOTS OF HEADLINES.

Always think up dozens of alternative headlines. Put your strongest benefits in them and test your best alternatives. When writing headlines for web sites make sure they include key search words and phrases along with the benefits.

3. DROP THE WARM-UPS...

You'll destroy your entire letter/ad by starting off, "As a homeowner, you know how maintenace costs are climbing every day...". Take your first draft and try cutting out the first two to three paragraphs... you'll usually find the real "meat" starts to appear in your copy after you have started to "warm-up" to the writing.

4. STAND OUT.

Separate yourself from the competition as clearly as you can. Discover, isolate, and dramatize all the reasons for doing business with you...today..., instead of your competitor. Build your entire package or ad around these reasons (benefits).

5. SELL BENEFITS, NOT FEATURES.

Readers don't buy products or features of products. They buy the benefits-of-use of the product or features. Be humble enough to realize that a buyer will not give you one red cent for any product or feature until you convert the features into benefits-of-use.

6. LEARN TO GIVE.

Most advertisers and charities think of direct response strictly as a device to "get". Unfortunately, most readers also want to get. So, to succeed, you must adopt a "give" attitude... beyond what you offer in the product or service. Give them something immediately in your ad, your letter, your web page. Give them news, business tips, interesting stories, resources, freebies, special deals.

7. USE TESTIMONIALS.

They're proof that you're as good as you say you are, and that you'll do what you say will do. Like..."I increased profits by $100,000 last year using your services..."

Joe Smith, President, Smith Corporation

The more specific the testimonial the more power it has. Give full attributions whenever possible. Testimonials give you believability and credibility. You can't do successful direct-response without these two essential factors.

8. OFFER A MONEY-BACK GUARANTEE.

Whatever you are selling, make sure you offer a money-back guarantee. It's a critical factor in getting someone to send in their monty to someone they don't know or maybe never heard of.

9. CREDIT CARDS, TOLL FREE NUMBERS.

Credit card purchases and toll-free "800″ numbers can increase your response by as much as 50%. If you're on the web make sure you opt for secure on-line transmission

(SSL) of credit card orders... or allow other means for your customer to provide their credit information to you.

10. ASK FOR ACTION.

It's amazing how often otherwise good copy never gets around to asking for the order. If you don't ask for action... you won't get any.

11. BUDGET YOUR TIME.

Devote about one third of your writing time to the lead elements, headline, subheads, teasers, opening paragraphs.

12. KEEP CURRENT.

Direct-response is more scientific than other types of advertising. Like any fast-moving science, it has it's discoveries daily. This is especially true of writing for the Internet/World Wide Web. Subscribe to industry trade journals such as Target Marketing, DM News, Direct, and other relevant publications.

For more about toll-free vanity numbers, visit 800response here.

New Survey from 800response Reveals Consumer Recall Rates of Advertisements

800response (www.800response.com), the leading provider of vanity 800 numbers and web-based call tracking and recording services, announces the results of two recent surveys conducted in conjunction with an online survey firm and research experts. The surveys focus on consumers and measures their recall rates of vanity 800 numbers compared to consumer recall rates of numeric toll-free numbers when featured in advertisements.

The study findings reveal that vanity 800 numbers improve consumer recall rates in visual ads by up to 84%, and yield a nine times higher recall in broadcast ads versus numeric toll-free numbers.

"The results of the two surveys confirm the overwhelming value of using unforgettable phone numbers as consumer response tools particularly in television, radio, outdoor, and print advertising where they are significantly easier for consumers to recall after even just one exposure in advertisements," says Laura Noonan, vice president of marketing at 800response.

84% Improvement in Recall Rates with Vanity 800 Numbers in Visual Advertisements

Data shows that when vanity 800 numbers are used in visual media (i.e. television, print, billboard) advertisers can expect to see an 84% improvement in recall rates over numeric phone numbers. Sixty-five percent (65%) of consumers were able to correctly recall a vanity 800 number that was featured in a visual image - simulating a billboard or print advertisement. In comparison, only 31% of consumers could correctly recall the numeric toll-free number in a visual image.

Consumers Are 9 Times More Likely to Recall Vanity 800 Numbers in Broadcast Advertisements

A second survey measuring phone number recall shows that an audio file featuring a vanity 800 number yields a nine times higher recall rate compared to an audio file featuring a numeric phone number. Of the survey respondents, 72% correctly recalled the vanity 800 number, with just 5% correctly recalling the numeric toll-free phone number in otherwise identical audio clips.

"As ad spending continues to grow, the use of toll-free numbers will also rise because advertisers will continue to look for increasing response rates to their advertising, and will need to track their media spending and ad campaigns. Through this study, and past research, vanity 800 numbers are proven to generate higher recall rates. Based on the statistical data we expect the activation and use of vanity 800 numbers to grow as well," says Noonan.

Additional data from survey #1 reveals that the majority of consumers continue to associate the 800 prefix as a toll-free phone number, and survey #2 also shows that consumers prefer to dial easy-to-remember vanity 800 numbers when reaching a local business in their market.

'800' is the Most Widely Recognized Toll-free Prefix

Results confirm that 800 is by far the most widely recognized toll-free prefix among consumers, with a 94% recognition rate. Recognition of the 800 prefix is consistent from 2002 to 2007. However, the 2007 study data shows a decline since 2002 in the recognition rates of 866, 877 and 888 prefixes with just 55%, 56% and 70% recognizing 866, 877, and 888 as toll-free respectively.

When Given a Choice, Consumers Prefer to Dial a Toll-free Vanity 800 Number to Reach a Local Business

After viewing an image that simulated a Yellow PagesTM advertisement, survey data also shows that 58% of respondents prefer to dial a vanity 800 number to reach a local business, rather than dialing a local or toll-free numeric phone number.

"Knowing that consumers can better recall vanity 800 numbers in multiple advertising media, and that 58% of consumers prefer to contact a local business by dialing a vanity 800 number, further proves the benefits available to advertisers who utilize a vanity 800 number. These surveys demonstrate that vanity 800 numbers are the strongest consumer response tools available according to recognition and recall rates," says Noonan.

Details of the Surveys: Two electronic surveys were distributed to 1,500+ opted-in respondents. Both surveys were executed through a market research firm, Infosurv, Inc. and e-Rewards, an electronic survey provider. Data analysis was conducted in conjunction with Scott Stevens, Associate Professor, Mathematics Division of Information Technology & Sciences at Champlain College located in Burlington, VT. For more information on the surveys, please contact Jeanne Landau at jlandau@800response.com or visit http://www.800response.com/news/pressreleases/ConsumerRecallRates_20080121.html. The study is available in PDF for download.

About 800response: 800response maintains the widest selection of Custom 800 numbers available today, and offers these dynamic lead tracking tools to optimize advertising expenditures for businesses nationwide. Custom 800 numbers are proven to substantially increase response rates. For more information, visit www.800response.com or call 1-800-NEW-SALES.

Call Tracking for Website Optimization by Elan

While Google Website Optimizer is an extremely powerful tool, it has certain limitations which online marketing agencies must find ways to work around. One of these limitations is its ability to track phone calls as conversions.

Here is one creative example of how WiderFunnel, an online marketing optimization agency, was able to run a landing page A/B test for a client with a phone call as the main conversion goal.

Saint Jude Retreats, an alternative addiction recovery program, engaged WiderFunnel to increase the number of website visitors who contact Saint Jude by phone. They specifically wanted to optimize their site for phone calls because a higher percentage of phone calls turn into sales than do web form inquiries. WiderFunnel designed several different landing pages, but since the conversion goal was a phone call they couldn't depend on a standard web analytics tool for identifying the optimal design variation.

To track phone calls, WiderFunnel placed a unique Call Tracking Number on each page. By viewing real-time call tracking reports, they were able to identify the landing-page version with the highest phone call conversion rate.

"Ifbyphone is easy to use and affordable. It's an easy addition to our online tracking tools, helping us capture the leads from multiple channels," said Chris Goward, Co-Founder of WiderFunnel.

What was the result of their experiement? A 42% increase in phone inquiries!

You can read their full case study or our press release. Additionally, I highly recommend watching Ifbyphone's Call Tracking Video.

Call Tracking Is Easy and Produces Great Results

21 Feb 2010 • 07:08 AM • Business

Tracking business incoming and outgoing phone calls helps companies in many ways, is easy and inexpensive to set up, and provides proven results in several areas. Many different businesses from a wide range of markets are using a call tracking service. Realtors, hotels, mortgage companies, and lawyers have used the system and increased customer loyalty as a result. Working with available technology can be of great benefit to large and small businesses alike.

Using this call tracking system permits the company to maximize investment returns and change mere leads into increased sales. It also measures customer response to the various advertising techniques being tried, breaking it down into data that can be managed and compared, line by line. Doing these things will support decisions based on cost per lead and avoid waste. Another benefit of this strategic tracking is to measure staff performance. The owner can easily listen to sales pitches given by workers to increase constructive criticism for improvement. This can multiply motivation and productivity within the company, and also eliminate staffing problems.

Capturing data from phone system usage is easy and requires no special equipment. This does not require changing your phone service, either. Simply request the toll free numbers you would like to use and insert these numbers in your print media, website, TV spots, coupons, and radio advertising. Next, when customers respond to your advertising the calls are smoothly forwarded to the business owner and the ad and call data is collected without any involvement of the proprietor. Then, when it is convenient, log into the account, listen to calls, analyze data received, and make better decisions for your company.

All of this provides the results you need. Easily follow trends in your industry, identify issues with employees, see which ads are the most profitable, know where your calls are coming from, and receive an email alert when you have missed a call. These gain the trust of your clients and improve your conversation ratings. Generate more effective leads and stop wasting money on campaigns that don't work, all while using the same equipment you've always had. 

Call Tracking software comes with toll-free vanity 800 service.  Set up a Custom 800 number, like 1-800-NEW-CARS, which is easier for people to remember than a numeric toll-free, access call-tracking data, and improve your overall advertising campaign performance and easily monitor your ROI.

By The Denver Post

Posted: 02/18/2010 01:00:00 AM MST

Updated: 02/18/2010 02:04:06 AM MST

It didn't take long for scammers to latch on to the recall troubles at Toyota and turn the company's headaches into a rip-off payday.

The scam relies on consumers misdialing the car company's toll-free telephone number by a single digit. Instead of the vehicle-recall folks, callers get a recorded message quickly telling them of a surcharge they'll pay for calling yet another number, the Better Business Bureau warns.

Toyota's recall number is 800-331-4331. Consumers who call receive information regarding the vehicles subject to the massive recall regarding sticking gas pedals.

The scammers grabbed the toll-free number that ends with 4431, hoping some callers would simply misdial.

They are directed to another number because of the volume of calls. The other number charges them $5.96 and asks for personal information such as a Social Security number.

BBB officials warn consumers to ensure they have the right number.
David Migoya, The Denver Post

Perhaps this is an example of why Toyota should have set up a VANITY toll-free number.  People wouldn't misdial because they would recall the letters and word in the vanity number better than they recall the numbers of the numeric toll-free. 

Call 1-800-NEW-SALES to learn more about how a vanity number, like 1-800-NEW-PARTS, could have saved Toyota's customers time and money.

By Leonel Dunn

Courtesy of Ezine Articles

Everyone becomes a consumer at some point in our complicated lives. We share the same experiences when it comes to buying products and services. We may get dissatisfied at times with a specific product or service, get confused on how to use a product or we may just simply want to know more about a particular product or services.

When we are having these experiences, what do we do? Our first instinct will be to contact the company or their customer service department and raise our query, concern or whatnots - basically contact their toll free number, right? Wouldn't it be very inconvenient for us if we have to memorize a lot of numbers if we have different concerns? For instance, if our concern is about "how to use a product", we have to call a certain number, or if our concern is about billing then we have to call another number. Wouldn't it be confusing to memorize a lot of different numbers? It's not only time consuming but it's also frustrating on our part - consumers part that is.

Toll free numbers are the best reward a company can give to its target consumers. Why? Because they are easily remembered, like vanity numbers for example, where in we don't have to memorize a number, we just have to remember the name of the company or anything of that sort. Companies who get vanity numbers, more often than not, receive more consumer response than companies who don't have the former. Being a consumer, I feel that companies give me more importance by making use of these vanity numbers. It just means that they care for their consumers.

By Jon Rognerud

Courtesy of Ezine Articles

You are driving to work in rush hour traffic, half listening to the news on the radio. You hear the date and realize that today is your sister's birthday. Mildly panicked, you grab your cell phone to order flowers. What number will you dial? If you are like most, you will dial 1-800-FLOWERS. Most people do not have the local florist on speed dial but everyone can recall 1-800-FLOWERS.

A toll free vanity number combined with strong branding statements can help your company stand apart in a competitive marketplace. Sit N'Sleep Mattress maximized their memorable slogan, "We'll beat any advertised price or your mattress is freeeee" with a 1-800-FREEEEE vanity number.

Toll free vanity numbers optimize advertising efforts by providing an easy to recall number for customers to follow up which facilitates direct response. There are three types of response times in advertising:

1) Immediate. Customers hear the advertising message, want what is being offered and buy it.

2) Delayed. With delayed response, the customer hears the message but is too busy to take immediate action. They want what is being offered and plan to take action later.

3) Long Term. You hear or see the marketing message and you are interested but may not take action for a week, month or even a year later.

Vanity numbers provide an effective follow up solution for all response types. Customers will remember how to reach you whether they need your services today or long after they have heard or seen your advertising message.

The immediate customer can effortlessly move from hearing to buying with a vanity number. The delayed response customer does not have to hunt for pen and paper or stop their activities to write down a phone number. A customer in need of flowers will remember 1-800-FLOWERS even if responding hours later.

By Cyril Bird

Courtesy of Ezine Articles

From a marketing perspective, it can be said without fear of contradiction that any advertisement - be it on electronic or print media - a toll-free number is sure to attract a larger response. Businessmen who use toll free numbers are fully aware of the benefits of it, but others are blissfully ignorant how much business they are losing by not using the toll-free number.

Marketing professionals are convinced that advertising with a toll-free number can bring in 30% more orders than advertisements that carry no toll free number. Additionally, statistics show that product return rates can be decreased by as much as half. Interestingly, it is learned that customers call in to resolve their problems after buying rather than return the goods if a toll free number is provided.

There is no denying that numbers are a great boon for the business community. The 800 number by itself motivates consumers to readily respond. Vanity numbers - in other words, the toll-free numbers that spell out a word or words associated with a product or brand, are far more productive though some may consider it not cost-effective. A market survey was conducted to compare the impact of numeric toll free numbers versus toll free vanity numbers in radio advertising. Half of the ads mentioned a numeric phone number, and the other half mentioned a vanity number. The results: The vanity number received a whopping 14 times more responses than the 800 numeric.

Here are some valuable tips on how to fully take advantage of toll free numbers:

1. When you print sales promotion materials like - business cards, pamphlets, brochures, and catalogs, make sure to prominently print your toll-free number preferably in a couple of places.

2. Make a habit of coloring or bolding the words - "toll free".

3. When you advertise in print medium, mention your toll-free number and preferably use the phrase "Contact us TOLL FREE at...".

4. Customers must be firmly reassured that the phone call to your business will cost them nothing.

5. Make sure you display your toll-free number on your website in several areas and be sure to include your email address so customers have two options for contacting you.

6. If your business can afford it, create a vanity number, so that people easily remember your business and contact details.

Further, toll free numbers attract customers to your business because they give it an air of professionalism. They also increase the customer's confidence in the security of financial transactions with your company. You can also create a virtual office in your home-based business. A huge benefit of your toll-free number is - calls can be forwarded to your cell phone, pager, email address, and even you home phone - thereby no longer tying you down to your office desk. Its numbers also carry a lot of features including audio conferences, professional voice announcement feature, call screening, call recording, call forwarding, auto attendant etc.