The 16 Best Lines In Marketing
by Jeffrey Dobkin
Like old friends, these lines are great to have at the ready.
In Direct Mail:
Best Envelope Teaser Copy ever: “Gift Certificate Enclosed”
My very favorite envelope teaser copy line for getting any direct mail package opened. Reasons?
• Gift certificates are inexpensive to print, light to ship at 1/3rd or 1/4 of a sheet of paper.
• May be printed on the same sheet as the letter, catalog, or the order form – saving printing costs.
• Much more upscale than coupons.
• Gift Certificates have a high perceived value.
• Cheap to redeem – and no cost at all until redemption.
• May be targeted to specific merchandise or offers – good for
overstock or high margin items.
• Naturally easy to track.
“Free Offer Inside…”
Envelope teaser copy that works almost as well, but… not quite. When a gift certificate just won’t suffice this is usually my next choice.
More often than not, the other writing on the envelope is:
Tell the recipient exactly what you want him or her to do — for the best chance of having the reader do exactly what you want.
So much better than ‘Dear reader,’ which is always my last choice.
Add this phrase after the salutation to make it friendlier and more personal. Example: “Dear Chevy Owner and Friend…”
Best Letter copy:
“Just Call and Get… and “Call Us TOLL FREE…”
Don’t feel bad about asking customers to call three or four times on the same
page. The objective of 99% of my letters is to make the reader call. If they don’t call, the letter failed. Ask again, really – it’s OK.
You can never say ‘thank you’ enough to your customers. Never. Every letter you send should have the word “Thanks!” in it at one point.
“Thank you for your kind referral.”
One of the best ways to get business is through referrals. One of the best ways to get more referrals is to send a thank you letter to the person who just made a referral.
Best Headline Formulas for Ads and Press Releases:
“New Product Offers Benefit, benefit, benefit”
Example: New Tennis racket is lighter, hits harder, has less vibration. This time tested formula works most everywhere: envelope teaser, the headline (and first line) of an ad… or press release.
“Free Booklet Offers How-To Information.”
Headline attracts readers with a free offer, yet limits the attraction to your specific target of better qualified respondents. Example: “Free booklet shows you how to pack glassware for moving!” Produces great response, but ONLY from people who are going to move. Produces a high quantity of highly-qualified leads.
Best Line in Press Relations (PR)
“Nice speaking with you.”
Even if it wasn’t, “Nice speaking with you, thank you for receiving my call.” should be the first line of any letter you include with your press release. Reminds editors you cared enough to call. And does so at the perfect time: when they are considering to publish your release – which they are at this moment holding in their hands.
Additional Best Lines in Marketing:
In catalogs, booklets, and newsletters, always refer customers to other pages. Whether it’s accessories, similar items, or just stuff that goes well with other stuff, the best way to increase sales is to have a customer thumb through the pages.
“What’s New Inside…”
In newsletters, catalogs, long copy packages, long publications: entice readers on the cover with a bulleted list of fascinating things to see inside.
“And how did you hear of our company?”
A tracking system should be built into every advertising and marketing program. Leave a small pad of paper next to each phone, and when it rings: ask. Write it down.
“It’s a little over, is that OK?”
I don’t know of a deli-counter man this side of Chicago who hasn’t used this up-selling line at least a hundred times a week.
“Satisfaction Always Guaranteed”
Heck, if it comes back you’re going to get stuck with it anyhow, might as well be a nice guy and say this right up front. It’ll increase sales.
I sign off every letter this way. Kinda’ nice, don’t you think?
Word Count: 700
Bio: Jeffrey Dobkin is a copywriter, and a fun and motivational speaker on sales and direct marketing. His advertising and marketing agency specializes in creating highly responsive letters, website copy and direct mail packages along with effective marketing campaigns. 610-642-1000 rings on his desk. Visit www.danielleadams.com