6 Simple Rules for Increasing Your
Direct Mail Response Rate
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 increase
your direct mail response rate and get the phone to ring.
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:
- You must have a headline that attracts attention.
The headline is the most important aspect of increasing your direct
mail response rate and changing it can result in 200% -300% improvements
in response, even when nothing else is changed.
- 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.
- 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 as this is what people
need for verification. Other proof mechanisms include specific
details, numbers etc. The more specific you are the more your
claims will be believed.
- 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".
- 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
- 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!
Following these 6 simples rules can and will significantly increase
your direct mail response rate!
© 2005-2010 StreetSmart Marketer Paul Tobey
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