From: Direct Response - Digest of Direct Marketing
Publisher’s Corner

7 Key principles to overcoming a prospect’s reluctance to subscribe

How do you overcome a prospect’s objections to subscribing to your newsletter? There are 7 key principles that I think are most important.

1. The overall look and appearance of your mailing package must be high quality. The image should reflect the reliability and longevity of your newsletter.

2. The copy should be very personal, very open and very honest. The “informational” approach, which has been producing better results than a strictly sales-oriented approach, is one that stresses honesty in advertising.

Here’s an example of being honest about a discount offer. By saying this, you’ve given a reason that makes sense to
the prospect:

3. The prospect may object because he or she has never heard of your newsletter. This objection needs to be overcome by strong testimonials, a respectable advisory board or a case history that shows your track record and successes.

4. You must overcome the prospect’s objection to the cost. One of the hardest things for a newsletter publisher to realize is that whatever price you set for your newsletter, you’re going to meet greater resistance as the price increases.

Except for a few captive audiences, most newsletters have tremendous price sensitivity. So, to justify the expense of the newsletter, a prospect must believe that it is in his or her best interest to subscribe. You must describe the newsletter as fully as possible, and focus on the key benefits in an exciting way. Insufficient copy or a failure to highlight the major benefits in the copy can cripple or destroy your promotion.

This is why most business-to-business publishers are finding 6–8-page letters produce optimum results, while consumer publications are using 8–12 pages. In fact, some investment newsletter publishers are actually finding that 16-page letters outpull 12-pagers. It’s not because the letters are long, but because the publishers have presented enough credible evidence as to why their publications are worth the prices they’re asking.

Above all, don’t dodge the issue. Meet this objection head on. Acknowledge that your newsletter is expensive, but assure your prospect that it’s worth it because it is filled with specific information he or she will benefit from. Bring it down to a per-cost basis.

Emphasize that they cannot afford to be without your newsletter, and show them the reasons why. Let them know what they would be missing by not subscribing, and how others will be gaining from the exclusive information.

5. A newsletter publisher must always ask the question, “What do I offer that is unavailable anywhere else?” Why? Because the first questions a potential subscriber asks include, “What is being offered here that I can’t get from my peers, magazines or other sources? Why do I need the information? What are you going to tell me that I don’t already know?”

These objections can be met in two ways:

1. Develop the credibility of the editor or the publishing organization. Show why you have inside, exclusive, timely information and how it’s presented in a concise format.

2. Use teaser bullets—ones that would make your mouth water. One of the key requirements for any mailing package you create is that the teaser bullets need to be so powerful that the prospects would actually write in to find out the answers to them. Some examples are:

• “The one tax loophole Congress overlooked.”

• “6 undervalued takeover stocks set to double, even triple, in the next 2 years.”

• “A surprising new source of financial backing to start your own business.”

• “The #1 marketing mistake 98 out of 100 business owners make—and how you can easily avoid it.”

• “The 7 most common mistakes businesses make when buying computers—and how you can avoid each one.”

• “How you can reduce your chances of a stroke by 75% with a powerful nutrient.”

6. The sixth key principle is to overcome another important objection a prospect will have. That objection goes something like this:

• “I’m afraid the newsletter might not have
enough specific information for me.”

Whether you have a consumer or business publication, remember that the audience is trying not to send you money. They have many alternative sources of information available for their valuable dollars.

You need to overcome the objection that your newsletter won’t help them. That’s why fully explaining the benefits, giving specific valuable information, using juicy bullets, providing fabulous testimonials and emphasizing the no-risk guarantee are so important in answering all of your prospects’ doubts about your newsletter’s value.

7. Make sure your guarantee is clearly displayed everywhere. Have it stand out from the beginning to the end of the letter copy, mention it in your publisher’s statement and have it clearly visible on the response device.

Stress the money-back guarantee. It’s your most powerful assurance that prospects will not be afraid to order. And experiment with the boldness of a 100% money-back guarantee for the entire duration of a subscription. You may be pleasantly surprised by the results.

I’ll be glad to talk to you about these powerful marketing tools. One of them could provide you with the marketing breakthrough you’ve been looking for. Please call me at (310) 212-5727 or e-mail me at craig@cdmginc.com.