“Lead generation is key in our buyer journey, and this test proved incredibly successful” – Pure Cremation

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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

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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.”

David Centeno,

Senior Offline Marketing Manager Pure Cremation
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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. These marketing strategies can also help families at Brighton assisted living communities find reliable senior care facilities.

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