Andrew Reynolds Interview – Part Six

Continuing our series on Direct Response marketing – and interview with Direct Marketer Andrew Reynolds Part Six

Q: I’ve noticed you sometimes use testimonials from other customers in your web copy and offline?

Andrew Reynolds: It’s important after unveiling your product’s features and main benefits, to then go on to prove how these benefits are genuine and true. Throughout your letter, you should try to reveal a number of interesting facts and specific features which will make those individual benefits come good for the reader. As the writer you should offer up a wide variety of testimonials where they are available, that hone in on the various advantages that the customer can get from buying your product or service.

Q: I’ve also noticed that your letters seem to read like a story – they are easy on the eye and I never feel that I have wasted time as I go through each page…

Andrew Reynolds: In good copywriting, you should attempt to make your sales letter easy, enjoyable, and quick to read form the new prospects point of view. A bot like the scenario if the bloke down the pub talking to a mate – if he drones on with boring discussion, he’ll very soon lose the interest of the listener. That’s all you are doing -= having a chat with the reader. So you need to keep them interested.

Q: But how do I do that – what techniques do you use to keep me, the reader, fixed on what you are saying?

Andrew Reynolds: You should try to vary the length of sentences. Although you should steer clear of writing sentences that are excessively long. Include more short sharp sentences than long drawn out ones. Short segments are so much easier for the reader to read through and will hold their attention for longer.. Long sentences and heavy paragraphs tend to get boring and reduce the excitement the reader feels. In fact they can sometimes confuse readers and have them reaching for the mouse to click to the next website – after which they are unlikely to return.

Q: In your Cash On Demand course you teach students NOT to put together a catalogue style website – but to rely in one page individual sites?

Andrew Reynolds: Yes – my view is that you need to focus on selling one particular concept, one individual idea, or one distinct product package alone. If you offer a choice – other than to buy or not to buy – the prospect may well say to him/herself “I’ll think about it” – and at that point you have lost the momentum built up in the sales copy to that point. So – one site for one product.

Continued in…

Click the following link for Andrew Reynolds Interview – Part Seven

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