By Mo Yusuff Don’t know about you but when I do something for someone and I don’t get a...
18th October 2018
By Mo Yusuff
“Most people do a reasonable job of following directions.”
That’s something Dan Kennedy mentions in his book, No B.S. Direct Marketing (second Edition) The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners, Direct Marketing For Non-Direct Marketing Businesses.
He writes about the 10 rules you must follow and use in all your marketing copy; be it direct mail, web pages or emails.
His rule number 3 is incredibly powerful at getting people to take action so I thought I’d share it with you now.
He calls it his:
Rule #3 You Will Give Clear Instructions
Most people are well conditioned to do as they are told.
If they’re driving, they’ll stop on red and go on green. If they’re told to stand in a line, they’ll happily queue up behind everyone else.
So it kinda makes sense that if someone is in a situation where instructions are not clear, they won’t know what to do. They’ll either get confused and do the wrong thing, or they’ll do nothing at all.
“Most marketers failure and disappointments result from giving confusing directions or no directions at all.”
He mentions something that Disney does at its parks.
They monitor movement and wherever there’s a noticeable slowing of movement or an inordinate number of guests asking employees for directions, they figure out the reason and change or create signs, give buildings more descriptive names and even re-route traffic as need be to fix the problem.
The reason they do this isn’t just about efficient movement, it’s about creating a pleasing experience for their customers. People do not like not knowing where to go.
He then goes on to explain how you can use this in your copy and even shows an example of how he managed to triple the response from a sales letter just by following the “directions copy” rule.
Another of Dan Kennedy’s rules is; “there will always be an offer.” So with that in mind…
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