Internet Direct Marketing Tip of the Day

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You should look at your referrer logs at least every month. If you’re running messaging campaigns, you should be all over these logs weekly or daily, like a hawk.

These logs tell you what is working and what isn’t. I’m often pleasantly surprised by what I find in there.

When I visit the pages linking into my site, I get a real-world idea of why other sites point to me. Sometimes they point to an article I wrote. Other times, sites point to my CPM calculator at www.wdfm.com/advertising.html. Still other sites point to our review of their site which originally appeared in Web Digest For Marketers.

Inbound links tell you what the rest of the world likes about your site. It’s invaluable information.

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People typically think direct response copy is overbearing, because it usually asks for an action to be taken.

But some of the most effective copy is understated. In today’s “pull marketing” environment, muscular copy is often a turn off. It’s perceived as too controlling.

But when intrigue reader by asking a question or bringing up a hot button issue in a poignant way, the reader is apt to be drawn in further.

In the 1920s, direct response guru John Kennedy defined advertising as “sales in print”.

A good salesperson is apt to ask leading questions rather than hitting you over the head about the safety of an automobile he’s selling.

The very same is true in print and online.

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Sometimes referred to as “off-page optimization,” the copy on links pointing to your website can be every bit as important as the keywords found on your site.

The search engines look at link labels as an indication of what your site is about. So when other sites point to you, be sure to ask them to put very specific copy in those link tags.

You can’t always control how other sites refer to you, but a reach-out program is certainly worth the effort. After all, if all these sites point to you in the first place, they would probably like to hear a thank you, on the heels of which you might pitch a request.

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Lots of research studies show that people click all over the place. They click on graphics, on words and on areas where they think there are embedded links, but where in fact there are none.

So people click often and nothing happens because there aren’t enough hot spots on your home page, landing page, solo emails, wherever. When a person who clicks goes nowhere, it’s a lost opportunity.

So, by all means, give people what they want. Give them more links that go somewhere that directly pays off what they’re clicking on.

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Traditional DMers know how powerful captions are. But I find many online marketers often miss the opportunity to put words underneath pictures or video stills on a website.

If you have video stills, explain exactly what the video is about and how long it runs. I hate it when I have to guess whether something I’m watching is one minute or maybe one hour long.

If it’s a product shot, give me highly detailed info on that product, even if the same information is in the product description, because I’m more apt to read the caption than the product description. If I see the same info again, should I read the product descriptor, it only serves to reinforce.

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So many buttons on web pages use bland words like “Submit” or “Enter” when they could use copy to help increase response rates.

Instead of saying “Subscribe” in a button, you could say “Sign me up for Daily Internet Marketing Tips Now.” Instead of saying “Download”, you could say “Download My Copy of ‘How to Increase Response Rates.’”

In other words, test different button copy that actually gives a reason to take action. It’s one of the simplest and most direct ways to increase response rates.

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What pain does your product or service get rid of? If it isn’t pain, then what delight does your product or service bring to the table?
Ask yourself the uncomfortable questions. Is your product or service in search of an audience or is it specifically addressing a clear need, or better yet, a want? You know, people buy what they want before they buy what they need. LC

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While I remember a story about someone buying a $40,000,000 jet online, it’s obviously not the typical case. Considered purchase and B2B products/services often require a “multistep” process. This is where you open up a dialogue with your leads and prospects in the hopes of selling them something during the course of their buying cycle - which might be anywhere from 1 to 18 months, depending on the industry, cost and approval loops.
So if you’re selling something expensive, and I mean really expensive, think about trying to open up a dialogue instead of making a premature close then and there. LC

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Direct Marketing and Search Engine Marketing share much in common. Both disciplines are focused on results. To get better results from your Pay-Per-Click listings, try starting each listing using the exact same keywords you are bidding on - the very words the user will put in the search box.
For example, if someone is searching for Bob Dylan CDs, it stands to reason that person’s eye will be attracted to listings that mimic back exactly that which he/she is looking for. Just be sure to also include a unique selling proposition after the keywords, such as “Bob Dylan CDs at rock bottom prices.” LC

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Whether you’re writing for online or offline direct response, ask questions. Why? Because it’s an involving device. The reader is conditioned to answer questions. It’s a good way to start resonating with your prospect. Don’t you like answering questions? Of course you do :). LC

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