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Here’s the final 3 “How to Invoke Response” tips from the blog entry I started on April 21st.

How to Invoke Response Tip #7: Don’t expect miracles with one message.
Say it in different ways, and say it multiple times.

As kids we knew this well. When we were really little, we’d break our parents down by continually asking them for that candy in the store. As we grew older, our techniques became more clever. If, for example, we needed their permission to go out Saturday night, we waited until the “right” moment when we thought our parents would be most receptive to our request.

Bear in mind, I’m not suggesting that we try to “break” our readers by bombarding them with messages. Quite the opposite, this is a sure way to lose subscribers!

What I am suggesting however, is that prospects, like parents, will have moments when they’ll be more receptive to your message. If your message happens to arrive on an especially chaotic day in the office, they’ll probably ignore you, but if you send the exact same message on a less-stressful day, say three or five days later, they might actually “hear” you.

Some marketers already do this (I see this all the time with webinar announcements), but if you really want to boost response, don’t just parrot the same message. Mix it up a bit, using different arguments, analogies, and language to convince and compel readers to action. The different messages will catch a different group of prospects each time around.

How to Invoke Response Tip #8: Give them a reason to act NOW.
I’m amazed at the number of promotions I receive that don’t have a clear call to action. Maybe there are a lot of marketers sitting on a big wad of cash to burn, but if that’s not you, then I recommend you make it very clear in your promotions what action you want readers to take.

Setting a deadline works to move procrastinators and fence-sitters, but be careful not to set the limit too far out into the future because their enthusiasm for your product or offer will wane over time. I like to set deadlines that are at most one or two weeks out. When I give prospects more time (e.g. 30 days), I lose a portion of the initially-interested audience.

How to Invoke Response Tip #9: Give them something for free.
Last but not least, take a cue from all those infomercials that promote freebies with their offer. What do they know that we don’t? People love getting something for free. If you don’t believe me, watch how people behave at a trade show. Grown men go absolutely crazy for light-up toys, whirly-gigs, and stress-release balls.

Again I’m not suggesting you give away Ginsu knifes or a toy to boost response. Give instead, an e-book, one-page excerpt from a research report, or handy checklist that will whet the prospect’s appetite, while at the same time helping to establish you as a credible resource.

Tangible items (things the prospect can feel and touch) work best, and never forget to assign an actual dollar value to your bonus item. The value will reinforce in the reader’s mind that what they’re getting for free is something other people will pay for.

If you decide to test out one or more of these tips in your next campaign, I’d love to hear back from you how they worked. You can reach me at: sanderson@evoicecommunications.com. 

Have a great Memorial Day!

Sue Anderson
Marketing Lure, Inc.