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Does Direct Mail Really Work?
| Guest post by: Paul Tobey |
Article Overview: 6 Simple Rules for Creating Direct Mail That Gets Your Phone to Ring.
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Free Download - How to Expand Your Customer Base By Paul Tobey |
Does Direct Mail Really Work?
Does Direct Mail Really Work? It almost doesn't matter what business you are in, direct mail properly executed works. Sometimes it may not be very economical if you sell a low priced item, but a well crafted letter can get a prospect to take action. Direct mail specialists always say that direct mail is simply salesmanship in print, yet many direct response letters written by untrained people fail to sell and to follow these 6 basic rules: 1. You must have a headline that attracts attention. The headline is the most important part of a direct response letter and changing it can result in 200% -300% improvements in response, even when nothing else is changed. 2. If you don't create instant interest and value, people won’t read even the shortest letter. Creating interest and value can get the longest letters read more than once. 3. Social proof is one of the most powerful tools available to the direct response marketer. Use lots of testimonials showing that you can deliver what you claim. People want to know that you can deliver what you claim. Other proof mechanisms include specific details, numbers etc. The more specific you are the more your claims will be believed. 4. Write to people in a personal manner. Write to them in the same way you speak to people. Worry more about clearly communicating your message than the quality of your English prose. Use slang, use contractions and remember in copywriting it's OK to begin a sentence with "And". 5. Show them the Deal! Demonstrate that what you are offering is a bargain. Unless your prospect feels that what you are offering has value and that she is getting more in results than you are asking in costs, she won’t take action. Make your offer as free of risk as possible. 6. Show people how easy it is to order, by explaining exactly what to do and making ordering easy. The more complex you make it the fewer orders you will receive!
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Article Tags: copywriting, deals, direct, mail, sales, tips, work
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About the Author: Paul Tobey RSS for Paul's articles - Visit Paul's website Professional Speaker, Trainer, Author, and Internet Marketing Expert, Paul Tobey is CEO of TrainingBusinessPros.Com and StreetSmart Marketer.Com. Having trained over 22 thousand business owners in the past 4 years, the training company offers a suite of business training helping small and medium size business experience rapid growth using social media and internet marketing platforms. We teach business owners how to become customer acquisition experts. His popular free marketing tips magazine is read by thousands of business owners around the world in more than 47 countries. You can get it free at www.streetsmartmarketer.com. To find a social media training near you visit www.trainingbusinesspros.com
Click here to visit Paul's website   Business Owner Guide |
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Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
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18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
CRM Pro Program
- There are programs like CRM pro that cost a lot but they do a lot of combination Direct mail and email and voiceblast.
I have a karate school that uses something like that.
I can get a lead -- then email use directmail and even fax.
voicemail too.
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