Hi all

I'd really like your opinions. I've got to do a telephone script and I'm not sure how to do it. I've written (or at least I'm writing) a free report for my copywriting services. At the moment, I've got a small ad in the local YPA directing people to leave their details on a free number to get my report. At the moment, its an introduction to say thank you, the name of the report, and some points on whats in it. It takes about one minute.

But should I do a longer message, or a shorter message, how much emotion should be in my voice etc. The way I see it is if people already want the report, do I need to really 'sell' it more, if I lose people during the message. But if it is long and contains details to get people excited, it might actually have a very positive effect.

I'd really love all your opinions.

Thanks in advance

Hugh

Hello Hugh,
I've never done this, so take my advice for what it's worth.

If It was me, I would give the welcome message and simply (and quickly) rehash the main benefits.

Make it short and to the point.

The way I look at it, you've already gotten them the desire to want the free report, so don't oversell or you'll lose them.

Hugh,

Stephen is right.

For this kind of message, it needs to be short. :30 seconds or less is best.

No matter how brilliant your message, if it goes longer than that, a LOT of people will just hang up.

I would:

• Establish why they called, and give them a true fact they cannot argue with: "Thank you for calling..." (that's true, they did! And you've established a tiny psychological bit of credibility with them now...because you told the truth...Silly? Maybe. But I'll take any edge I can get.)
  
• Reassure them this is painless: "You're less than 30 seconds away from getting your free report Imentioned in the Yellow Pages Ad.." (reassurance plus more truth...)
  
• Tell them what to do, and make it as little effort as possible: "At the tone, just leave your FULL NAME, and YOUR EMAIL address...and I'll send you the report..."
  
• Then I might do a quick recap of the top benefit: "The report will tell you how to make up to 300 times the profit you make now, by making simple changes to your ad copy."
  
• And I would once more tell them what to do: "So right now, when you hear the tone, just leave your FULL NAME, and YOUR EMAIL address...and I'll send you the report...you'll have it i just a few seconds."

That may not be the exact copy you want to use, but the framework is sound. The keys:

1. Short.
2. Benefit driven ("How do I get my free report?")
3. Low effort, low threat: "Just leave your name and email..."
4. Clear instructions...

Hope that helps.