eCommerce and Direct Mail

“Maintaining a dignified image or getting people to remember your message is not important. The only thing that counts is how many sales or inquiries your mailing generates. The more responses, the more successful the mailer.”

This is Bob Bly writing in 1985 (The Copywriter’s Handbook).

The same ideas apply to selling on the Web. The product listing itself is a direct sales letter, or a piece of direct mail. It doesn’t come in the mailbox, but it does show up on search results in Froogle, Yahoo! Shopping, Ubid, eBay and so on. You need to test what works and tweak your copy and presentation until you hit on a combination that brings in more orders and better margins.

Don't rely on cleverness or originality. What works is what works. Test, re-test and learn to recognize what words, visual layouts and offers are bringing in orders. Only then will you see what's driving sales.

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