Powerful Direct Marketing Numbers

Direct Marketing works!

Why? It works because it's personal. It carries a message, answers questions and gets orders. Direct Response Marketing works because it is "conversation in writing".

It works because, no matter what you have heard, read or believe ... most people look forward to personal communication. They like being treated as a person - as an individual.

So, if Direct Response Marketing is so powerful, how can we as marketers use it effectively? To keep the business we have ... to find new business?

As with most disciplines, these powerful "Direct Marketing Numbers" are common sense. Here's a list of a few "Numbers" to make your Direct Response Marketing work for you:

60 - 30 - 10

A full 60% of your Direct Marketing success is making certain your message gets to the person who can buy what you have to sell. It's very easy for the wrong person to say "no".

An offer will be 30% of your Direct Marketing success.

What's an offer? It is a reason for your prospect to do business with you. It's the urge to action. It's an incentive to get your audience to raise their hand. To indicate a willingness to talk with you. It's a reason to respond.

The 10% remaining is creative. Not unimportant ... certainly less important. And although it is the fun part of marketing - without a clearly identified audience and a sound offer - your creative has little chance of giving you a winner.

Now, once you've clearly identified your marketplace and put together an offer of interest - how DO you get your Direct Marketing message read, heard, seen, understood and acted upon?

A few more "Powerful Numbers"

Lucky 13

Write your message for a 13 year old reading level.

Television news, the morning newspaper and by far the majority of our conversation is at a 13 year old reading level.

Exceptions? Sure. The Wall Street Journal is written at a 17 year reading level.

11

Keep your opening paragraph to 11 words or less.

Yes, I did say paragraph!

Why? Because, by opening quickly you slip your reader into your full message. Make your letter, your brochure, the print advertisement - everything you write - easy to read. A quick beginning helps.

14

All your sentences should average 14 words or less.

The best way to write short: use a period. Yes, every so often insert the "dot". It works. And it will help you get read.

1, 2, 3, 4 & 5

Use words of 5 letters or less. About 70% of all your words should be 5 letter words, or less.

Why? Because they are easy to read - easy to understand. Your message will be quickly absorbed.

The 500 most common words in English have 13,000 meanings. No wonder we have trouble with basic communication. One answer is to go short. It pays with results.

7

Keep ALL paragraphs to a maximum of 7 lines. Never more than 7...and sometimes just 1 or 2. i.e., short paragraphs.

Again, why? Because a large block of copy looks tough, even if it is not. The tactic of short makes your message look more inviting.

1

A postscript (P.S.) is mandatory in every direct mail letter. Because 4 of 5 of your readers will read the P.S. first ... before they read anything else in your letter.

5

Indent every paragraph 5 spaces.

This "Number" is really physiology - not marketing. Our eyes pull us "in" when we see indents. They pull us to a point - and while we're there, we read. It works. Indent all paragraphs.

On the other side of the paragraph - the right side - use the ragged right design. Do not justify margins! Do not proportionally space your sentences. Ragged right increases readership.

1/2

Whenever you go to a second page in a letter - split the last sentence in half.

Begin it at the bottom of the first page...end it at the top of the next page. Why? To pull-l-l-l the reader with you. "Make" them turn the page. Keep them reading.

The same tactic works in anything printed with columns. Such as brochures, reply forms, print ads...anything. Split the last sentence...the last paragraph in two. And move the reader to the next column.

481

Be specific. The number 481 is much more specific - and much more believable! - than saying "almost 500".

Odd numbers get more attention than even. Use 3 - 5 - 7 - 9 and you are more likely to be noticed. A list of 11 is better than a list of 10. 99 or 101 ideas is better than an even 100.

One more thing on numbers; use the number - not the word. As I have done in this article. The number 3 or 7 is easier to see, read and understand than the word three or seven.

30

Offers with a date work to get more action - more response. Try a Limited Time Offer.

Good for only 30 days...or better yet, "This offer good only until August 31" gets action. Test making your offer a Limited Time Offer. It can increase your response.

There are many more "Powerful Numbers" in Direct Marketing. This list will get you going to make your mail, your print, your collateral materials - all your written communication - just that much better. Good writing!

About The Author

Larry Brophy has helped thousands of businesses find more buyers for their products and services the past 20+ years. He's the resident webmaster at: http://findmorebuyers.com, your TOP source of targeted sales leads.

Read additional marketing articles by Larry Brophy at http://findmorebuyers.com/page.cfm/15

---

What Does Your Business Card Say About You? - Making A Great First Impression!

Interesting article in USA Today that I read this week... Read More

You?re In Charge. Now What?

For years now, you have been waiting patiently for that... Read More

Market Yourself as the Expert

As a small business how do you compete with the... Read More

Fundraising Renewal Letters: Four Goals to Strive For With Each One You Write

In the fundraising profession, appeal letters that you mail to... Read More

Prepare Your Communications For Growth

As the American economy emerges from recession, many businesses are... Read More

Making Networking Work

Several years ago, "networking" was the hot buzzword. Everyone was... Read More

Looking for Sky In All The Wrong Places

Ever sit with a single puzzle piece of clouds and... Read More

How Do I Define My Market?

Your market is who you want to reach. Your customer.... Read More

Write Better Web Content

If you're reading this article, chances are that you, like... Read More

How To Create Urgency So People Buy Now

..products or services now. They may not revisit your web... Read More

Comprehensive Marketing Details Not Found in Beginner Books

If this is the first marketing article you are reading,... Read More

10 Reasons Why Businesses Fail at Marketing.

1) They don't fully understand it.Perception: Marketing is advertising. Reality:... Read More

Avoid the Duds: 10 Strategies for Selecting The Perfect Speaker

Today, more than ever, the success of meetings relies heavily... Read More

How to Convey Trustworthiness in Direct Mail Marketing Sales Letter

A person or business that might buy from you is... Read More

Sales and Marketing: Can One Exist Without the Other?

Simply put the marketing people and the sales people depend... Read More

Let It Ring

Telemarketing has its place in the marketing arsenal. But telespammers... Read More

Ten Reasons Why Most Yellow Page Ads Fail -And Yours Does Not Have to

Grant Directory users are ready to buy Yellow Pages have... Read More

A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More

Getting Personal ? Innovative Marketing for Small Business Owners

The small business marketing strategy you can't afford to miss... Read More

Mortgage Marketing - Viral-Email, Referral Marketing Strategy

This is a devastatingly powerful way to extend your marketing... Read More

Simple Marketing Idea - Big Marketing Results!

Have you ever noticed how many times it's the simplest... Read More

How to Run a Successful News Release Program

Marketing public relations gives you cost effective ways to reach... Read More

Marketing From Both Sides Of The Ball

In the world of business, marketing is often conveyed as... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the... Read More

Arts Marketing : Suggestions for Students and Beginners

Many artists create art but when it comes to marketing... Read More

The 4 P s of Marketing: Effective Marketing Programs Depend On Them

There is no shortage of marketing programs, many with great... Read More

Top Five Tips For Designing Marketing Strategies That Get Results

"But this won't work" said Steve. "I've tried it in... Read More

Medias Dirty Little Secret

I'm constantly amazed by all of the media reps from... Read More

Tradeshow Booth Cures - Ancient Cures for Modern Day Problems

At first glance, nothing seems more chaotic than a trade... Read More

The Importance of a Marketing Plan

There aren't many things in life that you would get... Read More

Making a Hit with Your Marketing Campaign

Considered a vital link in a show's promotional plan, direct... Read More

Is Your 4X4 Trail Rated?

"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More