More and more online entrepreneurs and copywriters are beginning to test the offline direct mail waters. They are doing this for several reasons:

1. If you have a promotion or sales letter or business running online profitably, often you can dramatically expand your market by taking it offline.

2. Response rates and sales to from your existing online customers can be very profitable.

3. Email boxes are becoming more cluttered by the day – and spam filters are screening out even high-quality, requested emails.

If you are curious about testing direct mail – then you need to read this special report from Dan Buckley.

He’s not a copywriter, but for over 20 years he has handled the direct mail and offline data bases for gurus like Jay Abraham and John Carlton.

He’s packed 20 years of inexpensive, easy tips and tricks for multiplying your sales and response rates into a 39 page report called “The Response Multiplier Effect”.

And the only place you can get it is right here – for free – because you are one of my Copy Ideas readers.

Enjoy the report.

Click to download now >>>The Response Multiplier

Once upon a time I worked with a number of mortgage companies on lead generation.

Here is the progression that their appeals to the market followed. Each change increased results…

1. We can save you lots of money every month. It’s money you can use for anything…
2. We can save you $300 – $500 every month. It’s money you can use to pay off debt, get a new car, send a kid to college or remodel your home…
3. We can save you $300 – $500 every month. That’s like getting a $4000 to $7000 a year raise. You can use the money to pay off debt, get a new car, send a kid to college or remodel your home…

Most ace copywriters know that specifics out pull generalities and would have come up with version #2. But would you have come up with the “$7000 raise?”

Next time you are looking at the financial benefits your product or service provides, A) make the claim specific and B) Ask yourself, “What is this like…”

I’m sure that just taking the total savings and saying, “that’s a $4000 – $7000 a year savings” would have pulled better than merely stating the monthly amount. But comparing it to a “raise” really brought it home.

I was in an auto supply store not long ago and saw this line for an engine tonic, “It’s like pouring yourself a new engine.”

Very nice.

How can you use a comparison/metaphor to amplify the power of your copy?

“It’s like…”

?

This ad was writting by copy-master, Frank Irving Fletcher close to 80-years ago. Another example of excellence to compare your copywriting skills against.