List, Offer, Copy
In direct response selling, there's a phrase: "list, offer, copy."
When selling anything, the list is the most important, followed by the offer, and finally followed by the copy.
So, when your products aren't selling, you've got to look at list first, then the offer, then the copy. Let's unpack this.
Your List
The list means your audience. Who's seeing the offer. That could be in the form of an old fashioned mailing list if you're sending postcards. It's more likely your email list, FB group members, or Instagram followers. Although you have to remember that the algorithm keeps more people from ever seeing your offer, than even the most ruthless junk mail sorter.
And that's just one way in which list quality varies.
Source:
If you're sending your promotions to a list of email addresses you purchased... well, that's not a good quality list. A list of people who specifically opted in to hear from your brand is much better.
Opt-In Offer:
If your list signed up for 10% off their first order of your strawberry preserves, and now you're selling raspberry preserves, that's a pretty good match. But if you're trying to sell them preserve-making kits with dozens of jars and a canner... well, you're list is not a good match anymore. Many more people are willing to buy ready-made jam, than to make their own.
Demonstrated Willingness to Purchase:
If people signed up for a free recipe, and now you want to sell an entire baking course, there may be some overlap, but expect that a fair percentage of your list just wanted the quick and free recipe.
It's a better sign when they've already made a small purchase from you, or demonstrated interest specifically in hearing about your sales offers.
Time and Engagement:
If most of your subscribers signed up years ago, know that many have likely dropped off in interest. With email lists, you can get a sense of engagement from click-throughs. If you have people on your list who haven't clicked any links for years, then they're likely not engaged anymore.
A dead list won't get you sales, no matter how good your offer and copy are!
Your Offer
The offer is something we tend to determine once and then take for granted. But the fact is, there's a LOT you can do to optimize your offer and make it more appealing.
Direct mail marketing companies are constantly testing different versions of their offer to see which one performs best.
A great copywriter can provide feedback and advice on your offer, if you're open to it, and I strongly recommend being open to it. The real proof is in the pudding when you advertise your offer. If you know you have a qualified list, but you're not getting the sales you want, check your offer!
How can you:
Reduce Risk
Add urgency
Focus on solving real life problems with your offer
Spend some real time optimizing your offer before moving on.
Your Copy
And finally, we get to the copy. If you know you've got qualified leads on your list and a rock-solid, crazy-optimized offer, then it might be terrible copy that's distracting, confusing, or turning away your otherwise eager customers.
Check your copy for:
Clarity
Specificity
Brand voice and tone
Trustworthiness
This is another thing direct mail companies test constantly. They're always angling to find a version of their copy that will outperform the control version they keep sending.
In digital marketing, it's much quicker and cheaper to test - you can A/B test your landing pages, emails, and more.
Questions about whether it's your list, your offer, or your copy that's underperforming? Send me a note at anna@annakbradshaw.com. And if you want more help, let's talk about conducting an audit to find the holes in your funnel.