Use content strategically Everything you send doesn’t have to sell something, but everything you send must achieve something. Familiarize yourself with what different types of strategic content look like, and how they fit together.Deploy the ninjas Hire or network with some heavy hitters who understand direct response and copy. (You can find smart people like this in the Authority forums.) Get them signed up for all of your messaging. Listen carefully to what they tell you about how your copy looks when it gets where it’s going — and where you should be tweaking. Learn what you can’t know You also want to find some “secret shoppers” who represent your ideal audience.
These aren’t experts in direct response and philippines photo editor advanced copy … they’re the type of people who can potentially be your best prospects, students, and customers. Side note: this technique and pay a panel of “people like their customer” to read their copy, so they can get opinions and reactions well before they send the copy to their client. The content gets tested two steps removed from when their client hits “send.” (Whether that’s to a direct mail campaign, e-mail promotion, or other.Sweat the details Take the time and effort to agonize over every word in your copy. And always ask, “Who is the audience this will most appeal to?” Conversely, think about who your copy could possibly alienate.
If your copy does have the potential to alienate, consider if those people are a good fit to become your customer. It’s okay to scare off the peanut gallery who will never buy from you anyway.Look at your message in terms of consequential thinking I learned the term consequential thinking from my mentor, Marty Edelston It means putting yourself in the prospect’s shoes and seeing how you react to the elements of the copy. Does it take you through a process that makes sense? In direct mail, this is a science in terms of how the mailing piece is received — the placement of the address, and the order the recipient sees the pieces in the envelope.