Posted by:
Robert Hutchinson
April 17, 2008
Issue #398
The nutritional supplement market in the U.S. is enormous – and growing fast as health-conscious baby boomers age.
The Dietary Supplement Information Bureau (DSIB) reports that three in five consumers (59%) now take supplements on a regular basis.
Estimates of the size of the market in the U.S. range from a low of $4.6 billion to as high as $30 billion. Worldwide the entire market is estimated to be $162 billion.
The good news for copywriters and marketers alike is that a huge chunk of these sales come through direct-to-consumer channels, such as direct mail and Internet marketing.
Companies such as Health Resources, NDI Solutions, Doctors’ Preferred, Nutri-Health Supplements, Nature Rx, Tabak’s and many others mail millions of pieces annually – and are in constant need of new packages.
“Some people think the pie is the same size and we’re all fighting for a piece of it,” says Deeba Jafri, president of D.J. Direct Response, Inc., and a direct marketing strategist who specializes in nutritional supplements. “But the truth is, the pie is growing rapidly. Business has never been better for nutritional supplements.”
According to David Klein, a list broker and CEO of Macromark, who works with Jafri on many projects, it’s a myth that direct mail quantities are declining in the nutritional supplement niche.
He says that it all depends on the particular company and the products that are being promoted.
“Every mailer is different,” Klein explains. “We have mailers we started with three or four months ago who were mailing 25,000 to 50,000 pieces a week and now they’re mailing 350,000 pieces a week.”
Klein concedes that recent postal increases and the seeming glut of direct mail packages “are not helping,” but, he says, overall direct mail continues to grow year over year consistently relative to other media.
What’s critical, he says, is good copy.
(more…)
Posted by:
Robert Hutchinson
March 20, 2008
Issue #378
A "squeeze" or "opt-in" page is the web page that visitors land on after they click on a search engine keyword.
The only purpose of an opt-in or squeeze page is to elicit a specific response from a website visitor – usually to give a name and an e-mail address in exchange for specific information. Smart marketers often have visitors land on a squeeze page first … before being redirected to a sales page.
In recent months, Internet marketers have been complaining about declining opt-in rates … but the truth is that many web developers ignore proven, tested techniques when creating their squeeze pages. Fortunately, just a few simple changes can dramatically boost your results – often doubling or even tripling your opt-in rate.
Step 1: Make sure your headline matches keyword search terms exactly. Fully 50% of people who visit your site after clicking on a search engine keyword make their decision to stay or go within the first 2 seconds. Their only question when looking at your web page is: Is this the right place? If they think it might be, they’ll linger for a few more seconds. Your first and most important job is to help them realize that, indeed, your site is the right place. If the dominant keyword for your product is "seaweed shampoo," then the words "seaweed shampoo" better be in the headline of your squeeze page and found throughout the body copy.
Step 2: Tell your visitors EXACTLY what you want them to do and tell them immediately. If you want visitors to sign up for your free e-zine, then the sign-up box should be front and center and "above the fold." Smart Internet marketers put links and sign-up boxes throughout the body copy of their squeeze pages. You want people to always know what you want them to do.
Step 3: Show your product immediately. We call this the "hero shot" because your product or service is the "hero." Again, this should be done above the fold. If you’re selling a service, then you must graphically represent the service with photos. The purpose of the hero shot is to convince visitors that they’ve found the right spot.
Step 4: Make sure you have a privacy statement right next to your sign-in or purchase box. The world loathes spam. If you don’t convince your visitors that you respect their privacy, right from the get-go, they’ll be gone, Johnson.
Step 5: Use tables or bullets instead of text to describe the benefits of your product or service. As a copywriter, I never thought I’d say this … but on squeeze pages shorter copy is better than longer copy. You still can have body copy and sales copy, but 50% of people who opt in probably won’t read it. They’ll be convinced solely by your headline, hero shot, bullets and privacy policy.
Step 6: Ask only the minimum necessary for a sale or opt-in. Too many marketers ask visitors to their site for everything from their mother’s maiden name to their fax number. Keep it brief. Don’t frighten people off unnecessarily.
Step 7: Add audio or video to your squeeze page. It’s 2008. If you’re not using video or at least audio on your squeeze pages you’re badly hurting response. There are dozens of free or inexpensive tools available now that make online video a snap. If you don’t know how to add video to your site, ask your web developer. It’s now easy as pie.
Step 8: Use graphical credibility enhancers – again, "above the fold." These credibility enhancers include your best testimonials … Better Business Bureau icons … any industry logos or association logos your company is authorized to use … and so on. You need to communicate immediately that your site is credible. You should try to do that as much as possible without words but with graphical elements.
I’ve used all of these steps for my clients – with amazing results. One project I worked on had a slightly less than 2% opt-in rate on a free offer. It was a long sales letter with an opt-in box at the bottom. After implementing the steps above, the opt-in rate skyrocketed to 15% and higher. That’s an amazing difference.
Bottom line: The only purpose of a squeeze page is to capture leads. It’s not there to sell a product … build brand identity … or tell prospects about your company. When you keep that in mind when designing your squeeze page, it will make an enormous difference in the results you get.
Contributed by Drayton Bird, Hon. F IDM
Guest Contributor
THE TOTAL PACKAGE™
Robert Hutchinson is a veteran copywriter and author whose clients include Rich Schefren’s Strategic Profits, Boardroom, The Motley Fool, Rodale Books, Healthy Directions, Health Resources, and many others. You can visit his website at: http://www.NinjaCopySecrets.com
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