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Off-the-page and onto the bottom line
By Ian Mooney
How to create more responsive and profitable off-the-page ads
M
aking more profit and recruiting more customers from off-the-page (OTP) ads is more science than
art. The ad man’s mantra of AIDA (attention, interest, desire, action) is part, but not all, of how to make OTP ads work. There are other tips below. By applying these rules, we have improved profitability by more than 300 percent for mail order companies—there is no reason why you cannot do the same. Writing your headline: The
response to your ad hinges on finding the right appeal to attract your most likely prospects. Remember, they will decide on your proposition on a glance at your headline, so use it wisely. Find a way to offer your biggest benefit in the headline. Let them know how you will save them time, help them lose weight, be healthier, make more money and so on. “What’s in it for them?” should be your only concern. Body copy: Your ad should be as complete
a sales pitch as space allows—this is where you make your sale. Continue highlighting benefits the prospect will enjoy by using your product or service. Provide answers to every objection and reassurance for every claim you make, using subheadings to break up your text. Also, write in an appropriate tone of voice—imagine a single prospect in front of you and write directly to that individual, never a crowd. Bear in mind how the OTP buyer’s mind works. He wants a reason to go to the effort of contacting you, rather than leaving it until the next trip to the shops—unique product, better value, speed of delivery, convenience, time-limited offer and
testimonials with as much information as you can, such as name and age, for instance. If you’re fortunate, you might even have a photo of the satisfied customers that they are happy for you to use.
The call to action: Far too often the call to action is nothing more than an afterthought. Yet it explains to your prospects exactly what they must do in order to get your product or use your service, so keep it clear, simple and prominent. It is the “holy grail”, the response mechanism, and needs to be treated with care. Upsells and cross-sells: If you sell
related products or product bundles, it’s always worth including a cross- or upsell in your ad. Providing the product is in keeping with your main item, it can dramatically increase the average value of your orders and this can make all the difference in achieving your cost-per-customer target, which dictates how effective ads can be in your recruitment mix. Coupons: Never underestimate
profits can be improved dramatically by applying direct response design rules.
such. And finally, long copy outsells short copy every time. Images: Keep images relevant and always
include captions. Readers are drawn to the captions on photographs more readily than they are to your body copy, so make them work hard. Use the caption to tell the prospect something more than the image shows. For example, if you show a person using your product, the caption might say how many of these fantastic, timesaving products you’ve already sold. Testimonials: Genuine testimonials are
worth their weight in gold. They are from independent owners of your product who are so happy with their purchase that they have taken the time to write and let you know. Your prospects will seek out their views. Validate
the power of a coupon; it remains the chosen response method for many prospects in key mail order demographics. A coupon is also a
visual reminder that action is required. Keep selling in your coupon, too—repeat key benefits, how much they’ll save, or how quickly it’s despatched—and remind readers of your phone number and web address. It is also the most natural point at which you can close an additional sale. Above all, be realistic about the space required for your coupon. Your prospect is in front of you with his credit card in his hand, losing him now would be a travesty. And finally… Be prepared to invest in
testing. Take every opportunity to test—code every ad, use A/B testing facilities where they are available and constantly set yourself the challenge of beating your control ad.
Ian Mooney is creative manager at The Press House, part of The Specialist Works group of companies.
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