A Prescription in Marketing

Maybe you didn’t even notice these tactics quietly slipping under the radar. Perhaps you did spot them if you’re astute, even as they continued to do their job anyway.

For many who’ve discovered them and are using them on their websites, it’s the difference between looking like another “me too” site, and raking in some serious figures.

The concepts are a blend of subtle Web 2.0 interactive elements, combined with proven “old school” direct response and marketing funnel techniques.

What am I talking about? Perhaps a few examples might help to illustrate…

1. New devices that you can play and interact with are placed on the sales page to get you more involved in the sales process.
    
   Not only does this boost sales conversions, it allows the website owner to see which devices are being used, because everything is measured WITHOUT having to refresh the web page. (HINT: This also tells you the headline did it’s job, which was to get you to read the sales copy)!
2. Personalized sales copy. Did you fill out your name and email address on a web page? Maybe your address and town too?
    
   When you were redirected to a sales page, did they personalize it with your name, town, and other information you supplied? Testing has shown that personalizing sales letters can increase response by as much as 30%. This is not a new tactic, but it is being used in some new clever ways.
3. Innovative testing strategies. Split testing, or A/B testing as it’s also known, is still as effective as ever when it comes to beating your control and getting the best converting sales letter for your product or service.
    
   But there are disadvantages with split testing (for one, it can be time-consuming to test all the variations). Taguchi (multi-variate) testing allows you to test many variables at once, and offers many advantages over A/B testing. But there’s a third way emerging that’s a natural for the Internet (HINT: it involves combining A/B testing and Taguchi, getting the best of both methods).
4. Clandestine spying. And speaking of testing, if you do any kind of testing, someone is probably spying on you right now and gaining the results of your testing without doing any of the work or spending a dime.
    
   Best of all, though, you can do the same to them too! (And spy on your competitors while you’re at it).

Those 4 techniques have barely scratched the surface. Even all 9 are just the beginning of a new marketing trend starting to emerge from the shadows…

You can find the rest of them — plus a special surprise — here.



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Tagged as copywriting techniques, direct response, funnel, interactive devices, interactive elements, marketing, personalized sales copy, persuasion, stealth, subtle web, testing strategy

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