Some companies that use direct mail to sell their products and
services are like the blind man in the dark room looking for the
black cat that isn't there. They repeat the same mistakes, and
enjoy the same poor results. Here are their eight most common
misdemeanors, and a cure for each.
Wrong list The most important part of any direct mail campaign
is not the copy. It's not the art direction. And it's not the
offer. It's the mailing list.
That's why you can mail identical packages to two lists, one
good and one poor, and find that the good list pulls 10 times
more responses than the poor list does. Your mailing list, after
all, is not just a way to reach your market. It is your market.
No testing There are no answers in direct mail except test
answers. I didn't write that. Eugene Schwartz, the author of
Breakthrough Advertising, did.
If you don't test one package against another, one list against
another, you won't know what works and what fails. So test
lists. Test offers. Test formats. Test envelope teaser copy.
Don't assume you know what works. Test and be sure.
No offer The second most important part of a direct mail package
is the offer. The offer aims to persuade readers to choose your
product or service over what your competitors are selling. Your
offer must differentiate you from the competition by way of
price, terms, guarantees or extras.
To generate leads, offer free technical information, a free
analysis, free consultation, free demonstration, free trial use
or free product sample. To build retail traffic, offer premiums,
special discounts or exclusives. To sell a product directly
through the mail, offer a free trial, sample, premium or
discount.
Starting with you, not me You're at a party. You meet two
people. One greets you this way: "Hi, I'm a swell person and I
make lots of money. But enough about me, what do you think about
me?" The other greets you this way, "Hi, I'm Tony. You look like
an interesting person. Tell me about yourself."
Now, then, which of these two people would you rather talk to?
Your readers prefer to hear you talk about them, not about
yourself or your product. Yet many businesses mail sales letters
that begin: "ABC Incorporated was founded in 1982 and is in the
business of delivering quality, service and value into the new
millennium." Big yawn. Big mistake. Aim your messages at the
prospect and say everything from the prospect's point of view.
Don't begin your copy with "we" when you can begin with "you."
Slow in getting to the point You have five seconds. After that,
your reader is either still reading or is preparing your mailing
for a flight test into the wastepaper basket.
Don't make the mistake of a slow build-up. Avoid the roundabout
approach. Start your letter with your most compelling sales
point. Fire your biggest cannon in the first line of copy.
Promise your reader a benefit. Give them a reason to continue
reading.
Poor follow-up Don't spend all your time and effort in
generating a response and none in following up inquiries. Slow
fulfillment is ly.
So are inadequate marketing literature and unprofessional
telemarketing. They can destroy the interest that you work so
hard to build. Fill requests for information within 48 hours.
Send follow-up mailings to those who do not respond first time.
Follow-up, follow-up, follow-up.
No time limit Time may heal all wounds, but it kills response.
Your enemy is procrastination. Your enemy is tomorrow.
Don't make the mistake of letting your readers put you off until
they forget your mailing altogether. Put a time limit on your
offer: "Call now. This offer expires June 1, 1999." Time-limited
offers almost always outpull offers with no time limit.
No call for action Ask for the order. BUY NOW! PHONE TODAY!
ORDER YOUR FREE SAMPLE! If you don't ask for a response, you
won't get one. Tell readers what to do. Show them the next step.
Make your order form easy to read and easy to follow.
Fortunately, others have gone before us. My favourite sources
for tested, practical wisdom on direct mail techniques are
Successful Direct Marketing Methods by Bob Stone and anything by
Herschell Gordon Lewis.
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
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