Andrew Reynolds Interview – Part Five

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

Q: You mentioned that we should write as though we were talking to a mate at the local pub – not in perfect English. What did you mean?

Andrew Reynolds: You need to speak plainly and use words and phrases that the reader cannot possibly misunderstand – or feel that they are being talked down to. If someone misunderstands a few words – they will not buy. Also tell them exactly what they need to do next. – be very explicit as you direct them to take some form of action. Don’t leave anything to chance. For example, “Click here to reserve your copy”. Leave your prospect with only one course of action…

Q: Do I tell the reader the price or what the offer is right away?

Andrew Reynolds: Absolutely not. Unless you whole USP – Unique Selling Proposition – is price based (For example – get the XYZ at 80% discount – todays special price of £XXXX) then price is the last thing to put to your prospect until they have been walked carefully and thoroughly through what you have to offer and understand the value to them of what you are offering. Only then do you mention price.

Q: And what about price – how do we set that?

Andrew Reynolds: You need to aim to make the price a less significant factor. The actual price of the product or service becomes far less relevant when the benefits…those unique advantages that your package offers…. tick every box that meets the readers desires and

Wants, If your letter does that – price is less of an issue.

Q: I’ve noticed that sometimes you don’t use price at all. You offer a free trial?

Andrew Reynolds: Yes- my aim in that scenario is to get a sample of my product or a free trial version in the hands of prospective long term customer. You see, up to now – the prospect has only my words on paper or online to describe the product. Actually getting a “box of stuff” through the post, takes the ‘imaginary’ and makes it tangible and real. It’s kinda like me taking a free test drive at the Bentley showroom before buying what the salesman has talked to me about. That way I can feel the car – I can smell the leather – I can feel the road handling and the power of a 6 litre engine. That’s not something I can get across on paper – and therefore putting the customer in a position where they can sample to product removes the last hurdle. They can make a decision on whether I want to buy or not.

Continued in…

Click the following link for Andrew Reynolds Interview – Part Six

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