Alan Rosenspan: 101 ways to improve your response
by Julian Gratton
I like handy guides… especially ones that stay with you for years because of how incredibly useful they are. One such guide is Alan Rosenspan’s 101 ways to improve your response, which quite frankly borders on being invaluable!
In the guide, which you can download here, Mr Rosenspan shares with us little tips that prompt people to respond to Direct Marketing communications… thus increasing the effectiveness of marketing spend.
Meet Alan Rosenspan
Alan Rosenspan is the President of Alan Rosenspan & Associates, which is a USA based direct marketing creative and consultant firm. Basically he’s a clever bloke who has won lots of awards, written a huge amount of articles for a variety of direct marketing publications and is a regular speaker at Marketing conferences around the world.
Some of the fantastic advice he gives in the guide includes:
Make them an offer they can’t refuse:
Remember the movie “The Godfather?” Don Vito Corleone says, “I’ll make them an offer they can’t refuse.” This should be the goal of your direct marketing. The offer is not the fact that you have low prices or exceptional service. The offer is the extra something that gets people to fill out the coupon, go to your website, visit your store, or call your 800 number.
Include the word “you” as often as possible:
This helps you stay focused on the prospect and not your product or service. One creative director I knew claimed she could tell whether or not a mailing would be successful just by counting the number of times the writer used the word “you.”
Make them understand at a glance:
Prospects usually glance over your brochure before they start to read—or decide not to read. If your main benefits and your offer are readily apparent at a glance, you will probably increase your response.
To get even more great advice, click here to get the guide.
Alan’s also a really nice bloke… and hopefully one day Alan we’ll get to do that lunch.
Tags: Alan Rosenspan, Digital Response Agency, Direct Mail, Direct Marketing, Direct Marketing Best Practice, Direct Marketing that gets results, Direct Response, Direct Response Advertising, Effective Direct Marketing, Email Marketing, Full Service Marketing Communications, Improve Response Rates, Internet Marketing and Advertising
