Web Copy That Sells, 3rd Edition

INVOLVEMENT DEVICES AND THE RECOVERY PRINCIPLE

An involvement device I invented several years ago makes use of the recovery principle of marketing. It not only gets people involved in the sales copy and makes them raise their hands and prequalify themselves as your target audience but also captures their contact information. The recovery principle is not new. It’s something used often in direct-response marketing.

Here’s how it works: If you fail to sell your web visitors on your primary product at the full price but succeed in selling them the same product (or perhaps a different product) at a lower unit of sale, you recover the effort and cost of getting viewers to your website and plug them into your income stream. Even if you don’t make as ...