Communication 101: tell it like it is

It’s been said that the way to get people to pay attention to a numeral in a line of copy is to put a dollar sign in front of it.

Seems the theory could be true … this excerpted from direct mail guru, Bob Bly’s recent newsletter:

A company tested two e-mail subject lines:

1. a $50-off coupon
2. 15%-off coupon equivalent to a $50 discount

The result? The first offer — with the dollar sign – generated nearly three times more revenue than the second offer with the percentage.

Source: The Marketing Report, 9/8/08

What this tells me is what I’ve always told my clients — be very clear and direct in your communication. Just say what you want to say plainly and in a way that customers can understand.

By JanO on 10/20/08, In writing, Tags advice, business, communication, customer, direct mail, great copy, relevant copy, strategy, writing mistakes