Direct Mail Sales Letter Mistakes to Avoid
| February 6, 2010 | Posted by Direct Mail Fulfillment Guru under Business |
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Some companies that mail can be used to directly sell their products and services, such as blind in the dark room looking for the black cat that is not there. Than repeat the same mistakes, and enjoy the same poor results. Here are their eight most common crimes, and a cure for each.1. Missed listThe main part of a campaign of direct mail, is not the copy. This is not the art direction. And this is not provided. This is the mailing list.That is why you can ship packages identical in the two lists, one good and one bad, and we believe that good list attracts 10 times more than the list answers the poor.
Your mailing list is not just a way to reach your market. Is your market. 2 No check, no answers in direct mail except test answers. I did not write this. Eugene Schwartz, author of Breakthrough Advertising, did.If is not evidence of play against each other, a list against each other, no one knows what works and what does not. Both tests of lists. Test offers. Test formats. Test envelope teaser copy. You do not know what works. Test sure.3. No offer for the second main part of a mailing list is tender.
The offer is intended to convince readers of your product or service to choose what your competitors are selling. Your bid must distinguish themselves from price competition, conditions, warranties or extras.To to generate leads, free technical information, analysis, free consultation, free demonstration, the use of test or free samples of products free of charge. Increase traffic to the retail offer premiums, special discounts or exclusive. To sell a product directly through e-mail offering a free trial, sample, premium or discount.
4. Starting with you, not meYou're at a party. You respond to two people. We welcome you in these words: "Hello, I am a person who swell and I do a lot of money. But enough about me, what do you think of me? Another greet you this way:" Hello, m 'Tony. You look like an interesting person. Tell me about yourself. "Now, which of these two men would rather you tell me? Your readers prefer to hear them talk, not about you or your product. But many companies selling the mails that begin:" ABC Incorporated was founded in 1982 and is the business of providing quality, service and value in the new millennium.
"Big yawn. Big Mistake. Focus your posts on the prospect and say all points of view. Do not begin your copy of" us "when you can start with" you ". 5. Slow to access the pointYou have five seconds. Then your reader has read or is preparing the shipment for a test flight in basket.Don paper 't make the mistake of a slow build. Do not approach the roundabout. Start your sales letter more convincing. Fire your biggest gun in the first line of copy. Promise your readers an advantage.
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Give them a reason to continue reading.6. UpDon't inadequate monitoring spend all the time and effort to generate a response and no follow-up study. deadly.So slow performance and sufficient marketing materials and telemarketing business. They can destroy the interest that you work so hard to build. complete investigations within 48 hours. Send shipment tracking those who do not respond the first time. Follow-up, monitoring, monitoring up.7. No time limit Time may heal all wounds, but it kills response.
Your enemy is delay. The Your enemy is not tomorrow.Don "make the mistake of letting your readers submit your sending them to forget completely. Set a time limit for your offer: "Call now. The offer expires June 1, 1999." Limited time offers outpull almost always offers timeless limit.8. N. Call for actionAsk for control. BUY NOW! Phone today! Your order free sample! If you do not place a reply, you can not 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 for us. My favorite sources for testing, practical wisdom on the techniques of direct mail to succeed in the methods of direct marketing by Bob Stone and nothing to Herschell Gordon Lewis.Alan is a business-to-business direct mail copywriter and lead generation consultant . As President of Sharpe Copy Inc.
