Andrew Reynolds Interview – Part Eight

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

Q: Apart from discussing the features and benefits of your product or service in a sales letter – what else should you seek to do?

Andrew Reynolds: Your aim in a good piece of copy is to strengthen the bond between you and your prospective customer all the way through the sales letter. From the first word on the page, you are building a relationship with the reader.

Q: So how do we do that with words on a page?

Andrew Reynolds: You need to serve your prospect…make the customer know that they are appreciated, highly valued by you, the writer – and make them feel special. I’ve mentioned that you should talk to you reader like the ‘bloke down the pub’ – on his own level. You need to get on the readers wavelength and somehow connect with his or her train of thought.

Q: So – rather like going on a date – you need to be in tune with your date?

Andrew Reynolds: Absolutely. Think of it exactly like a first date – if you demonstrate that you are genuinely caring and show interest in the other party, you wil find you get a receptive attitude to what you have to say.

Q: Is there anything else I need to do in copy, to hold the reader’s attention?

Andrew Reynolds: It’s important to use proper examples…little anecdotes, even the occasional metaphor. Al of these are designed to add clarity to and help to illustrate the points you are making. Using such added material will help to enhance the readers understanding. Your job is to help create a clearer vision in your letter so that the customer moves towards the desired result.

Q: How do I grab and hold the customer’s attention?

Andrew Reynolds: Simple! You need to build desire into your letter. You do that by creating a big, bold promise in the headline so that the reader is immediately anxious to learn more right from the very beginning of the letter. You should also use strategically placed subheadings and occasional pauses – though never strong breaks or you’ll lose the flow. I even use an occasional one-word paragraph which helps create intrigue and adds to the reader’s curiosity.

Continued in…
Click the following link for Andrew Reynolds Interview – Part Nine

One response to “Andrew Reynolds Interview – Part Eight”

1. Millionaire Magazine » Andrew Reynolds Interview says:

   February 28, 2011 at 2:26 pm

   […] Click the following link for Andrew Reynolds Interview

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