1. The person telling the story must appear as real person.
2. The story and the person telling it must be believable.
3. The problem for which you have a solution must be identified early -- preferably in the
first sentence.
4. It is important to project a professional image and a professionally designed web site
can do this nicely.
5. People want to know how you found them. Tell them -- and do so in a believable
fashion.
6. It will never be possible to please all of the people ALL of the time but you should
look for ways to neutralize those who might otherwise complain.
7. If your testing reveals, under a best case scenario, that your response rates are meager
or inadequate then you should move on to test another campaign rather that "carpetbomb"
the net with offers that only work marginally. |