Direct Marketing FAQs in the Internet Age

Isn't Internet or Website marketing different from Direct Marketing?

WEB MARKETING TOPICS

Isn't Internet or Website marketing different? Should you really write website copy the same way you would write an email marketing message or a direct mail piece?

When you're visiting websites, do you find yourself saying, "okay, it's the web. So I'm going to make my purchase decisions differently here than if I was reviewing my postal direct mail. And I'm not going to respond to Offers on the web that I might respond to if I received them by postal mail?" (Of course not. You remain a consumer, persuaded by the things relevant and attractive to you, no matter what the medium.)

The same principles that make for effective email marketing messages, effective direct mail messages, effective print ad messages, etc. - also apply to effective web pages, including:

1. Tell the reader what's in it for him/her. Sell benefits to the reader.
2. Tell the reader about the pain you're going to solve, or the pleasure they're going to enjoy as a result of your product or service.
3. Give the reader a strong reason to take action now (e.g., a great Offer)
4. Make your copy scan-able, because about 85% of people scan, rather than read word-for-word - whether on a website, viewing email, thumbing through a newspaper or magazine, or reviewing their postal mail.

In fact, it's surprising to most Direct Marketers that virtually every day, someone "announces" they've found a new way to improve web results - and virtually every one of those "new ways" are techniques Direct Marketers have been using for centuries.

View our Website Design "before and after" Projects