Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
Direct Mail -- Truth with Words
Direct Mail has been, is, and will continue to be a strong business marketing tool. Why? Because it works! It carries a message, answers questions and gets response.
And it works because it is personal. Direct Mail works because it is "conversation in writing". It works because, no matter what you have heard, read or believe...most people look forward to receiving and reading their mail. People like being treated as an individual...as a person.
So, if Direct Mail is so powerful, how can we as marketers use it effectively? To keep the business we have...to find new business?
Here are a few "Truths with Words", to make your Direct Mail work for you;
4our Things People Do With Your Mail
Most everyone looks at their mail every day. When they look at your Direct Mail, they will do one of these 4 things;
What is most interesting is your reader will make one of these 4 decisions in 2 or 3 seconds! per piece of mail. Just like you do.
5ive Ways You Can Use Direct Mail
You can use Direct Mail to help you market each of these 5 ways:
6ix "Musts" For Your Direct Mail to Work
These 6 ideas are not optional. For your Direct Mail to give you maximum results, these are truly "musts":
7even x 2 ... Key Words To Make Your Direct Mail Work Better
Direct Mail is a "read" medium. Words are key. Here are 7 X 2 words and phrases to improve your Direct Mail - words that get results;
Use these words and your Direct Mail will work better.
When Does Direct Mail Work Best? -- 8ight Ideas
9ine Ways to Make Your Envelopes Work Better in Direct Mail
9 ways to make your envelope work better for you.
10en P.S. & P.P.S. Ideas
79% of your first time readers - almost 4 out of 5 - will read the P.S. in your letter first!
Before they read your letter.
What does this say? It says you had better! have a P.S.
Okay, what should your P.S. say...and how should it say it? The P.S. is a repeat of earlier key benefits, opportunities, offers, how to respond.
What IS in your P.S.? Here are 10 ideas of things to consider and include in your P.S.:
10 ideas to make the P.S. work for you.
11even Direct Mail Ideas That Work
11 ideas that will help your Direct Mail be more powerful.
12welve Ways To Get More Response
Always Ask For The Order.
Make certain your readers know you want to do business with them. Now! Here are 12 things to do on your order form, reply card, response device, application or coupon to make certain your response is the max possible;
...Tell your reader exactly what you want them to do. Make your directions crystal clear about the steps to take.
...Make it easy to respond -- easy to do business with you. Offer options on how to respond - including listing your phone, fax and E-mail address on your response form.
...Make the most powerful offer possible - and repeat it on your response device. Maybe with a graphic to support the offer message.
...Use bold graphics to get attention. Get away from boring... spruce up the response area of your Direct Mail - make it look interesting and attractive, too.
...Write clear, clean, crisp and concise copy for your reply. Make your response message perfectly clear.
...Get your audience "involved" -- use action devices. Rub-offs, stickers, perforations, scratch and sniff, unusual folds, pieces of puzzle -- anything to get people "playing" with your reply.
...Give your readers plenty of room to write. Make your response device BIG. With large spaces to fill in the blanks, to complete the action. Make certain your response is inviting and friendly to use.
...Include your corporate name, logo, phone, fax, E-mail and "snail-mail" address -- all contact data -- on your reply device, too. Be easy to find.
...Offer a strong guarantee. A Guarantee in Direct Mail is not an option -- it is mandatory. Your readers expect at a minimum a "Guarantee of Satisfaction". Make yours strong.
...Repeat your Limited Time or Limited Number Offer. Dates and numbers on your reply device will increase the action you enjoy.
...Include 2 or 3 or more response card options in your Direct Mail package. If 1 works, why not 2? It allows your customer or prospect to reply a second time.
...and Always A.F.T.O. - Ask For The Order. Make it clear to your reader you do want to do business with them. And do it more than once, too.
12 ways to make your response device work for you.
13irteen Summary Tips About Direct Mail
If you are going to remember only a small part of this article -- this is the part to remember.
This checklist will help you make certain your Direct Mail has every chance of outstanding success:
13 points for your to think about as you put your Direct Mail program together.
"Truth with Words" -- 85 Direct Mail ideas to make your mail marketing work better.
And ... happy marketing.
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