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How to Build a Direct Response Web Site Page 4
In short, your copy must stand on its own and sell when you can’t be there. This is especially important on the web since you never know when people are reading your site. Effective copy should follow the motivating sequence. The motivation sequence gets attention. It shows a need. Shows how you can fulfill that need. Demonstrates your credibility and tells why you are the best choice. Finally, it asks them to take action. This last item, take action is very important in the lead generation web site. A direct response web site must have…
An Offer: An offer is the item you are giving away to get the person to respond. In direct response advertising whether it is display ads or direct mail must have a trigger or an offer that causes the prospect to take some type of action. It can be a free gift, a booklet, a special bonus if they order by a certain time frame, etc. Offers come in two basic flavors, hard and soft…
Hard Offers: These types of offers are designed to elicit a buy decision immediately. This might come in the form of a 25% discount on all purchases made before a certain date. It might be a bonus they get if they call and schedule an appointment with a sales agent today. Regardless of what it is, the basic requirement is the prospect must make a buy decision or at least a serious step in that direction immediately.
Soft Offer: A soft offer is designed to allow a prospect to express interest in your product or service without necessarily having to make a buying decision today or allowing a sales person to meet or talk with them immediately. It gives them an opportunity to express some interest without going all the way. In essence, it creates a warm lead. A soft offer can be a free booklet or information kit. Perhaps a free DVD that explains the product in greater detail, it might be a free sample with some information.
Regardless if the offer is hard or soft it must first be something that interests the prospect. It doesn’t do any good to present an offer if the prospect doesn’t really care what you are giving them. That is why it is so important to understand the prospect’s mind set and what problems really keep them awake at night and what hot buttons will cause them to buy. By understanding these triggers you can create offers that really get at the heart of what motivates a prospect to action.
Some direct response marketers will say that hard offers are good for small purchases that don’t require a large risk on the buyer’s part and soft offers are good for products or services that require more risk or have a longer sales cycle. Some marketers believe you can have both offers at the same time. Your site can present both and generate both types of leads for you, both urgent prospects more ready to buy and warm leads that will require a bit more work to close.
