56% response uplift vs control
Dying is a hard sell at the best of times. Selling a direct cremation to an audience that has only ever experienced the habit of a traditional funeral.
But, if you stop skirting around the subject and get to the point, you’ll probably have better results. And we did.
Control: 317 leads | Test: 497 leads
The direct response principles at play
Problem first
People must accept they have a problem before they’re ready to understand your solution.
Loss aversion
The pain of losing hits harder than the feeling of gaining, so use the technique to reframe why now is a better time to act than later.
AIDA formula
Attention, Interest, Desire, Action is the most consistent copywriting formula for sales letters.
Self-interest
Product features mean diddly squat to customers. We needed to show them the benefits.
“Lead generation is key in our buyer journey, and this test proved incredibly successful.”
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Paper & Pixels works alongside the very best performance marketing agencies in the business. Offering clients access to a proven network of best-in-class direct response specialists across paper, pixels and beyond.
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