When it comes to selling something, messaging is crucial. It's not just about what you say but how you say it. Subtle adjustments can make a significant difference, whether it's the headline of a direct mail piece or the subject line of an email blast.
MECLABS, a research institute focused on understanding factors influencing human choice, helps companies refine their marketing campaigns through testing and experience. Three examples from their research demonstrate how minor tweaks led to substantial results.
1. Creating Urgency
Urgency isn't just about using phrases like "buy now before it's too late." MECLABS highlights that urgency can be conveyed in various ways. Consider a men's style retailer that wanted to gather email addresses for its newsletter. By changing its subject line from "Out-Dress the Other Guys" to "Don't Let the Other Guys Out-Dress You," the retailer created a sense of tension and fear of showing up second best. The result was a 17% increase in sign-ups.
2. Building Mystique
A blog teaching people to speak French experimented with a new headline. Instead of "Do you want to speak French fluently?" it used "Voulez-vous parler français?" This phrase is widely understood, even by those who don't speak French, adding an element of surprise and mystique. This change deepened interest in learning the language and increased the conversion rate from 2.6% to 3.1%.
3. Focusing on the Right Message
A private school aiming to boost enrollment initially believed parents prioritized college prep and career readiness. However, further research revealed that parents were more interested in developing personal qualities in their children, such as resilience, boldness, and creativity. The school revised its campaign slogan from "It's a girl's world" to "See yourself like never before," along with changes in the body copy. This adjustment led the school to complete enrollment for the first time in a decade.
These examples illustrate that subtle details in your messaging can have a significant impact. Conduct split tests with different wordings, images, and headlines in your direct mail and email campaigns to discover what works best. These small changes could yield significant results.
*Source: Case studies and metrics derived from the original article "6 Mini Marketing Case Studies of Effective Copywriting," published in Marketing Sherpa, a subsidiary of MECLABS.*
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