Direct marketing tip: Support claims with explanations

| April 27, 2011 | 0 Comments

Here’s a key direct marketing tip from one of the UK’s best loved and respected DM gurus, Drayton Bird.

Top direct marketing tip

People find it harder to believe unsubstantiated claims. A claim always works best when you say why you’re making it.

So, support your offers with explanations and you’ll convert more sales. Don’t just say ‘90% off‘. Say ‘Ex-stock sale 90% off‘ instead. The former sounds downright dodgy, potentially stolen goods or seconds. While the latter sounds like a good, legitimate deal.

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Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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