|
Author: Joe Love Article source: http://www.we-publish.com/. Used with author's permission.
The most important part of any marketing you do is direct marketing. This includes letters, postcards, brochures, newspaper or magazine coupons, telemarketing, TV or radio direct response commercials, e-mails, and the copy on your web site.
For any direct marketing campaign to be successful, you need to have a combination of marketing tools in order to make your offer repeatedly. One of the most potent tools you can use in your direct makreting is the direct mail letter. The letter, whether you're using it through the mail or the internet, is the actual sales pitch. It relays what your product or service is, and how much it can benefit the prospect. In short, the letter should do everything that a traditional person-to-person sales pitch does.
Here are ten things that will make your letters more effective:
1. It must have a headline. The headline is the ad for the letter. It flags down the reader to read more.
2. Present the facts. Begin with a statement of basic truth, known and accepted by the reader. By introducing known facts, your create believability for later statements in the letter.
3. Do as much personalizing as possible. Personalize name, address, special interests, and anything else you can.
4. State your offer in the beginning, again in the middle, and again at the end.
5. Create a sense of urgency by giving prospects a cut-off date by which time your readers must respond to your offer.
6. Always include a P.S. The P.S. is the second thing readers read, following the headline.
7. Stress your main points with underlines, bold type, all caps, or a yellow highlighter effect. But don't stress too much.
8. Use short paragraphs, sentences, and words. In lettes of two or more pages use subheads.
9. Use black ink, plus blue to underline more important points. Print your signiture and make notes in the margins or hand-write a P.S.
10. Tell the reader exactly what to do upon completing the letter, along with how to do it, and when to do it.
A succesful direct marketing campaign might consist of four pieces sent at two-week intervals: a two page letter, then a one page letter, then a postcard, then a telephone follow-up. It is important to remember that even the best letters don't get read if the envelope doesn't get opened. So make the envelope enticing to get your recipients to open it. You can do this by putting a "teaser" line on the outside, motivating the person to open it. You could use a window envelope with a photo of free gift, resemblance of a check, or some other unique design. This increases curiosity and gives the recipient a reason to open the envelope.
The same is true for your e-mails. Make sure you put something recognizable in the subject line so that the recipient will recognize that is from you and will peak their curiosity, otherwise, they'll likely delete it without opening it.
You should have an entire file of letters for different occasions: promotions, offers, thank-you, follow-up, referral seekers, and more. Always test you letters until you have a file of proven winners.
All contents Copyright(c)2004 Joe Love and JLM & Associates, Inc. All rights reserved worldwide. All trademarks are the property of their respective owners. Joe Love draws on his 25 years of experience helping both individuals and companies build their businesses, increase profits, and achieve total success. A former ad agency executive and marketing consultant, Joe's work in personal development focuses on helping his clients identify hidden marketable assets that create windfall opportunities and profits, as well as sound personal happiness and peace.
Joe can be reached at: joe@jlmandassociates.com
Read more articles and newsletters at: http://www.jlmandassociates.com/
Liposuction – Cosmetic Surgery
Liposuction (otherwise known as lipoplasty) may be performed in an outpatient surgery center, hospital or a surgeon's office facility.
A Lesson In Email: The Money Is In The List... With The Back-End Sales
Firstly, back-end sales is eMail Marketing at its best, so for this to work you need to already have a list of customers that have bought from you before. The...
Improving Your Aim
Winning in paintball is all about getting your aim correct and shoot down your opponents. This article examines how to improve your aim and get your opponents ...
Jazz: What In The Heck Is It?
All of us know what jazz is when we hear it, but trying to define it is a different matter. With so many variant styles, coming up with an accurate definition o...
Costa Rica White Water Rafting Trip
Costa Rica's mountainous topography and copious rainfall are both responsible for one of the best white water rafting river choices in the world. Experienced r...
Learn How to Choose a Great Topic for Your Newsletter
The topic you choose for your newsletter is very important. Learn step by step how to find a profitable topic that you're passionate about.
Oregano: Joy of the Mountain
Oregano (Origanum vulgare), the herb known as 'joy of the mountain,' is featured in this article. One of the three essential ingredients in Italian cooking, or...
Shocking Revelation About Big Lottery Winners
I read with amazement a story in my local newspaper this morning. It concerned a couple in their early 30's from Perth, Western Australia who won AUD $793,151.8...
How To Effectively Use Banner Ads
Banner ads are still effective when used the right way. Banner ads that follow these guidelines can experience high click through rates.
Protecting Yourself Against Spyware
Spyware is a category of malicious software that secretly obtains information about a computer user's and sends it to a third party without the user's consent. ...
How To Play Online Slot Machines
Slot machines are the absolute most popular games played in casinos today. They are so fun and exciting; it is no wonder that they account for over two-thirds o...
Exercise Bike Benefits
Buying an exercise bike and want to know how one can benefit you? Learn about the benefits of exercising on a recumbent bike and how to reach your fitness goals...
Wheel Chair Ramp
Some people order fomr various companies when in need of Wheel Chair Ramp. Others just try do build their own wheelchair ramp, thus trying to save some money or...
Dating Strategies and Tactics
To find a long term relationship, you must go after
it. It probably isn't going to fall into your lap.
Change the Way You Think and Change Your Life
Dennis is working as a factory worker during the day and a security guard at night. He needs these two incomes in order to stay above water in his bills. He has...
The Dead
Direct Answers - Column for the week of February 9, 2004 I love my wife with all my heart and soul. She is now and will ever be the other half of my heart. Tw...
How Do I Determine My Stock Sell Points?
I explain how to establish predetermined sell points and protect gains that you have in established positions. I use a recent buy that I placed as an example t...
The Function of Wine Storage Racks
Storing wines is crucial to keeping wines flavor and letting it age to perfection. Wine cellars are an ideal way to store wines for long durations. Without a wi...
Why Do Realtors Advertise Your Home in Print,on the Radio, on Television, etc.?
Realtors represent a huge part of the national advertising expenditure each year in newspapers, magazines, radio and television.
Finding A Sales Force That Pays For Itself
The elements involved in building a sales force, especially one that pays for itself and also adds value to any business, are many and varied. The whole purpose...
Sorry Dr Maslow, I Think You Got It Wrong
Abraham Maslow's Hiearchy of Needs has been quite rightly accepted as a model for understanding human motivation. However, I believe when it comes to the positi...
Hair Removal Solutions: Laser Hair Removal and Others
Fear no longer the ignominy of unwanted body hair. If you have been willing to walk should somebody show you the way, you have come to the right place for hair ...
Improving Your Self Esteem
Often in our society, we are bombarded with the lives of celebrities. We can end up feeling that if we are not part of the rich and famous, our lives are insign...
No Cost Ways To Increase Your Web Site Traffic Promotion
Web site traffic promotion is crucial in today's Internet world. You must get the word out on your website, otherwise your sales will suffer.
|
Print this page