Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
Scientific Advertising- By Claude Hopkins
Chapter 19- Letter writing
This is another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every businessman receives a large number of circular letters. Most of them go direct to the wastebasket. But he acts on others, and others are filed for reference.
Analyze those letters. The ones you act on or the ones you keep have a headline which attracted your interest. At a glance they offer something that you want, something you may wish to know.
Remember that point in all advertising.
A certain buyer spends $50,000,000 per year. Every letter, every circular which comes to his desk gets its deserved attention. He wants information on the lines he buys.
But we have often watched him. In one minute a score of letters may drop into the wastebasket. Then one is laid aside. That is something to consider at once. Another is filed under the heading “Varnish.” And later when he buys varnish that letter will turn up.
That buyer won several prizes by articles on good buying. His articles were based on information. Yet the great masses of matter which came to him never got more than a glance.
The same principles apply to all advertising. Letter writers overlook them just as advertisers do. They fail to get the right attention. They fail to tell what buyers wish to know.
One magazine sends out millions of letters annually. Some to get subscriptions, some to sell books. Before the publisher sends out five million letters he puts a few thousands to test. He may try twenty-five letters, each with a thousand prospects. He learns what results will cost. Perhaps the plan is abandoned because it appears unprofitable. If not, the letter which pays best is the letter that he uses.
Just as men are doing now in all scientific advertising.
Mail order advertisers do likewise. They test their letters as they test their ads. A general letter is never used until it proves itself best among many actual returns.
Letter writing has much to do with advertising. Letters to inquirers, follow-up letters. Wherever possible they should be tested. Where that is not possible, they should be based on knowledge gained by tests.
We find the same difference in letters as in ads. Some get action, some do not. Some complete a sale, some forfeit the impression gained. These are letters, going usually to half-made converts, that are tremendously important.
Experience generally shows that a two-cent letter gets no more attention than a one-cent letter. Fine stationery no more than poor stationery. The whole appeal lies in the matter.
It has been found that fine stationery and pamphlets lessen the effect. They indicate an effort to sell on other lines than merit. That has the same effect in letters as in ads.
A letter which goes to an inquirer is like a salesman going to an interested prospect. You know what created that interest. Then follow it up along that line, not on some different argument. Complete the impression already created. Don't undertake another guess.
In a letter as in ads, the great point is to get immediate action. People are naturally dilatory. They postpone, and a postponed action is too often forgotten.
Do something if possible to get immediate action. Offer some inducement for it. Or tell what delay may cost. Note how many successful selling letters place a limit on an offer. It expires on a certain date. That is all done to get prompt decision, to overcome the tendency to delay.
A mail order advertiser offered a catalog. The inquirer might send for three or four similar catalogs. He had that competition in making a sale.
So he wrote a letter when he sent his catalog, and enclosed a personal card. He said, “You are a new customer, and we want to make you welcome. So when you send your order please enclose this card. The writer wants to see that you get a gift with order - something you can keep.”
With an old customer he gave some other reason for the gift. The offer aroused curiosity. It gave preference to his catalog. Without some compelling reason for ordering elsewhere, the woman sent the order to him. The gift paid for itself several times over by bringing larger sales per catalog.
The ways for getting action are many. Rarely can one way be applied to two lines. But the principles are universal. Strike while the iron is hot. Get a decision then. Have it followed by prompt action when you can.
You can afford to pay for prompt action rather than lose by
delay. One advertiser induced hundreds of thousands of women to buy six packages
of his product and send him the trademarks, to secure a premium offer good only
for one week.
Useful Direct Marketing and Mail Order Links.
Advertising- Bridal Market Advertising Guide
Advertising- Christian Market Advertising Guide
Advertising- Hispanic/Latino Market Advertising Guide
Advertising- Home Furnishing and Decor Advertising Guide
Advertising- Home Gardening Advertising Guide
Advertising- Parenting Market Advertising Guide
Advertising-Pet Market Advertising Guide
Advertising- Woman's Market Advertising Guide
Advertising- How to Create Great Small Business Advertising
Call Centers- Telephone Order Taking Services
Catalogs- Catalog and E-commerce Benchmarks
Catalogs- Directory of Mail Order Catalogs
Catalogs- Directory of Business to Business Catalogs
Classified Advertising- How to Market using Classified Ads
Direct Mail- Copywriters and Creative Services Guide
Direct Mail- Directory of Major Direct Mailers
Direct Mail- Inside Direct Mail Newsletter
Direct Marketing- Direct Marketing Seminars and Events
Direct Marketing- Direct Marketing Statistics
Direct Marketing- Direct Marketing Response Rates
Fulfillment- Warehouse and Order Fulfillment Centers
Mailing Lists- Direct Mail and E-mail Lists
Product Marketing- Promote your Product to Catalog and Direct Marketing Companies.
Product Marketing- Joe Cossman's Course for Marketing a Product
Product Marketing- How to Market a Product for Under $500
Wholesale and Drop Shipping- Professional Wholesale Resource Guide
Direct Marketing Bookstore
National Mail Order Association Home