A Low-Tech Way to Boost Response

Here are several nice ideas about how to boost response the low-tech way.

• Add pictures, photos, clipart, and other graphics to the sales letter, particularly close to the headline.
• As headlines are critical to grabbing the reader and having them want to read more, you have to get the reader’s attention in the best way possible. If the headline doesn't do the job, then no one is buying.
• Add a few photos or graphics within the body of work. Some readers really need to see the pictures of the product at work, or of you performing the service you are selling
• Use arrows, callouts, stars, any kind of interesting little marker in the body of the copy to bring attention to important points.
• Consider turning the headlines into short animated versions…like slide show operations where a headline is broken into small sections that appear and disappear, one right after the other. This works particularly on Websites and keeps copy lively rather than static.

It is also recommended the following suggestions about the pictures you would use in sales copy. Following the pointers below will provide greater response and conversion particularly if the picture represents:

• The author of the letter.
• The product being offered.
• The major problem suffered without the product.
• Something that represents the main benefit.
• Before and after pictures showing the results.

As stated, the first two pointers are more crucial to a targeted market. For instance, if you were selling a particular vitamin, you would be targeting customers who are proven health conscious consumers and want all the benefits of the new vitamin you are promoting.

You can even add a picture of a famous doctor who agrees this product does what you are saying it does. Depending on whether the doctor’s reputation is newsworthy as opposed to the newsworthiness of the benefits, that aspect will tell you which to promote first…the doctor or the benefits.

For certain products, pictures tell the story best, particularly when the product can be shown in action through a sequence of photos, ending with a desired result. Graphics or pictures representing a product or service also work equally well.

Use captions with your photos, which tell more of the story that is happening in the photograph. It’s a good place to add another point about a benefit for the reader if they decide to buy this product or service. Also consider using stock photography. You will find plenty of places to get royalty free photos if you Google online for stock photography.