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Direct Marketing Solutions offers free Direct Marketing Tips and Direct Mail Marketing Tips.
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- - It's the most powerful word in direct marketing. "Buy 4, get one FREE" will out pull "20% off" every time.
- - The extra investment in 6 month or 90-day "hotline" names will almost always pay off
- Research proves that the use of serif fonts such as Garamond, Palatino, Times and Times New Roman will dramatically increase the comprehension level - and therefore response - of your reader.
(This does not, however, apply to your website or email efforts).
- - You're selling your "stuff" to a person. Use that person's name and speak to him/her as a unique individual.
- - Envelope packages are usually far more successful than self-mailers.
- - If you have an aversion to using a headline on a letter (you should probably get over that) use a "Johnson Box". (If you're not familiar with this technique send me an email and I'll send you an example).
- - Stress key benefits with your captions - they are frequently read more than the body copy.
- - I's a digital age. Replacing the traditional brochure with a CD (full size or mini) or DVD can as much as triple response.
- - Build confidence. Warning - only use a guarantee if it's a real one. Asterisks and "mouse type" conditions actually suppress response. Go back to item 8 - If you have good testimonials - get the real person to record it for your CD or DVD.
- - Give your customer every possible ordering option - 800 numbers, a fax number, business reply envelopes, your website or a trip to your local store.
A bonus - Use a PS on your letter - Either reinforce a key benefit or add a bonus offer. This is a good time to add an early-bird bonus to build urgency into your mailing.
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