5 Ways to Power up your Direct Mail

Structure your copy

Bob Stone, who wrote the classic book, “Successful Direct Marketing Methods,” says that this architecture makes for an effective letter:

  • First Paragraph: Identify your product and present its main benefit for the reader

  • Second Paragraph: Expand on the main product benefit

  • Third Section: Detail the product’s features

  • Fourth Section: Present testimonials

  • Fifth Section: Call to action

  • End with a P.S. that sets a time limit for your offer

Use key words and phrases

John Kremer, author of “The Complete Direct Marketing Sourcebook,” says that these words work like magic in direct mail:

Free

New

Bonus

Satisfaction guaranteed

Order now

Success

Discovery

Easy

Health

Love

Money

Proven

Save

Make it personal

“Style your copy directly to your audience’s interests,” advises noted direct-marketing consultant René Gnam. He cautions that what interests you about your product may not be what grabs your reader’s attention. “Take the time to learn the prospect’s point of view.” And use words such as “you” and “your.”
In your letter, use typewriter type, not the typeset fonts in computer word-processing programs. “The typewriter feels more personal, even though no one uses a typewriter any more,” John Kremer observes.

Go easy on the graphics

“Too many graphics can ruin your piece,” notes Lois Geller of the New York agency, Mason & Geller Direct.
René Gnam agrees. “You don’t need oceans of color,” he says. Design your mailing package to pull responses. “Design awards are far less important than bank deposits,” he says.

Plan your package with your printer

When you call your printer in early in the game, he can suggest ways to boost your mailing package’s response power—and save money, too!



See also:

Advertising Copy Home Page

Marketing Tactics Home Page

Marketing Home Page

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