Cursed by some, read by many, direct mail continues to be one of the most effective methods for reaching specific prospects. But remember, your direct mail piece is only as good as the copy, the offer and your mailing list. Don’t bother with the shotgun approach to direct mail. Sending a direct mail to everyone and anyone will only cost you money. It won’t increase your sales. Target the addresses that are most likely to generate business.
Copywriting
* The three most important words to include: YOU, FREE, and GUARANTEE. Other effective words are New, Now, When, Introducing and Save.
* Use short words, short sentences and short paragraphs. An active voice is more effective than a passive one. Write like you’re talking to a friend. For every 100 words you write, 75 should be five letters or less.
* Be certain that the recipients understand your offer… restate it clearly and often.
* Keep the message moving. Don’t get bogged down at the beginning in detail. Tease them up front with information that will be forthcoming, then move through the features, benefits and offer in a brisk, lively style. You want to excite, not preach. You want to inform, not bore.
Envelopes & letters
* If you use envelopes, use standard sizes to keep costs as low as possible.
* Place several stamps adding up to first class postage instead of a single
* stamp.
* In the letter, be sure the salutation is correct. Nothing turns off a recipient more than getting their name wrong.
* Use an extra space between paragraphs to create extra space. A big block of gray space doesn’t invite a reader to tackle it.
* When writing a multi-page letter, break the copy at the end of a page in the middle of a sentence and continue on the next page. . . be sure to add “Continued” or “Please Turn The Page.”
* A handwritten postscript (P.S.) adds a personal touch.
* Spelling out the entire offer on your order form will increase response.
* Be sure you include your guarantee, return policy and contact information on the form.
* Save costs by testing the use of the bottom of an 8 1/2″ x 14″ personalized letter as an order form.
* If you have some design skill, consider a postcard instead of a letter. An 8 1/2″ x 5 1/2″ jumbo postcard can really stand out in the pile of mail people receive. Full color art or photos increase responses by two to three fold.
