So, you have something you want to sell. It may be a product, a service, or a cause. It could be a membership, a subscription, or a motor car. It might be paper, health products or the idea that the humane society or the Alzheimer's association is worth giving money to. It could be computer equipment, hand-sewn dolls clothes or garden gnomes.
Whatever it is you are selling, you need to let the right people know you're selling it. And one of the most effective ways of doing that is through direct mail.
Direct mail works best if you know the type of person who buys your product or service. For instance, if you sell to building contractors or pet owners you can get a targeted, personal message to them quickly and easily.
What's more, computers make it possible for small businesses to produce professional looking mailings at a very attractive price. They make it possible to select names from mailing lists by demographic classification, frequency of purchase or by amount of purchase. Computers allow every letter in a mailing to include the name of the addressee, not just the salutation but several times throughout the body of the letter.
Here's some tips that will help you make your campaign more effective?
Always include a letter in your mailing
This may sound obvious but many mailings only contain a brochure. This is a mistake. There's a saying "Brochures are sent by companies, letters are sent by people." You need a letter because a letter is personal. And because letters persuade people to buy.
Get your letterhead right
What paper, layout and design you use are very important. I recommend you steer clear of official company letterhead and design something more in keeping with your message.
If you want people to telephone, make your phone number stand out. If you want them to visit your web site, do the same. Your address is less important because even if you want people to reply by mail they'll expect a reply paid envelope. Don't put fax and telephone together ? it's confusing for people. Avoid using telephone numbers using letters such as, 1-800-OUR SHOP. If you absolutely must use this type of number make sure you place the numeric number close by.
Write long letters
Most people don't want to write long letters, they worry they'll sound rambling, or they think long letters don't sell. But a long letter serves a purpose. If your prospect is going to buy your product, or contribute to your cause, he needs a lot of information. A short letter can't hope to give him enough information to consider making a purchase.
A good rule to follow is: Keep selling until you run out of selling points. By the end of your letter your prospect should have more than enough information to make a decision.
Write a friendly greeting
When possible address your prospect by his name, as this will increase your response rate. If you don't have an individual name, you'll have to use a title such as Dear Business Manager, or Dear Creative Director. Don't address a householder as, "Dear Householder," Instead use, "Dear Animal Lover," or "Dear Mercedes Owner.
Use an attention-grabbing headline
Make sure your headline is at the top of the letter. Use it to highlight the main benefit. Make sure it's easy to understand and tells your reader why he should read your letter. Avoid headlines that try to be clever, or funny. They rarely work.
Ask for what you want
Don't be slow in asking for the sale. If you want the reader to buy your garden gnomes, tell him so, near the beginning. If you let him get half way down the page before telling him what you want, your letter will end up in the trash.
Write from me to you
Make your letter personal. Have one customer in mind while your writing it and address him as if he were sitting right beside you. Use the word "you" frequently. Instead of saying, Our lingerie is sexy" say, "You'll look sexy in our lingerie." Change, "Our blankets are warm and comfortable," to: "You'll be warm and comfortable in one of our blankets."
Get your reader to act NOW
By the end of your letter, the reader should have all the benefits of your product or service, and have become more and more interested. Now you need to get him to act. Tell him clearly and simply what you want him to do: telephone, fill in the reply card, send money, visit your web site or get a representative to call.
Finish with a PS
Make sure your PS sounds like something you "just remembered to say. But, try not to start your PS with the word "Remember" as it shows what you're about to say contains nothing new. Instead, use the PS to highlight a benefit not already included in your letter.
About The Author
Julia is an independent copywriter and consultant specializing in search engine marketing and copywriting, direct mail and other materials businesses need to increase their sales.
|
|
|
|
|
|
|
|
|
|
|


Assume you were faced with the task of hiring a... Read More
"Talent alone cannot make a writer. There must be a... Read More
Many small businesses fail because their owners don't pay enough... Read More
Did you ever wish you could afford to hire one... Read More
Most of the sales pieces people ask me to rewrite... Read More
People tend to read your ads and sales letters in... Read More
No doubt, the headline is the most important part of... Read More
If you're considering hiring copywriting help for your next brochure,... Read More
In the competitive marketplace of the new millennium, the demand... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
Looking for inspiration for your next marketing communication? Try the... Read More
Now that you've decided to hire a copywriter, how do... Read More
Most of us spend our days persuading others to buy... Read More
I do not pretend that a one-stop shop solution to... Read More
These days, there's widespread acceptance that a website is an... Read More
Anglers in Maine catch trout using dry flies with barbless... Read More
A letter or postcard allows you to "talk" one-on-one to... Read More
An interesting debate is currently raging among copywriters, web designers... Read More
Tech-writing is a tricky business. It's not a very high... Read More
Ask any copywriter what the first commandment of copywriting is... Read More
Are you a freelance copywriter working from home? If so,... Read More
Site visitors generally stay with you for as long as... Read More
Knowing how to write, and write well, is a skill... Read More
You can turn your $200 fee to write a press... Read More
As the famous cowboy Will Rogers once said, "Even if... Read More
"It's the headline, stupid," is the sign that hangs over... Read More
The notion on the great artist, Pablo Picasso's quote, "Bad... Read More
Writing headlines for your ads is the most important part... Read More
Advertising is key! Unfortunately most people waste their money on... Read More
When you are beginning to write, you gather as much... Read More
If you have done your homework then you are ready... Read More
One of the least talked-about areas in copywriting education is... Read More
You know what it's like, you're reading the sales material... Read More


Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More
Imagine a bland, colorless existence. Where food had no taste,... Read More
If you have done your homework then you are ready... Read More
These days, you don't have to traverse the dark forest... Read More
"Shallow men believe in luck. Strong men believe in cause... Read More
Tech-writing is a tricky business. It's not a very high... Read More
Your sales letter is the most important component in your... Read More
The notion on the great artist, Pablo Picasso's quote, "Bad... Read More
Think you have what it takes to be a freelance... Read More
I do not pretend that a one-stop shop solution to... Read More
I confess--I'm a marketing heretic! I've built my career on... Read More
When you sit down to write a sales letter to... Read More
I worked as a business magazine editor for about 20... Read More
Web copy that's intended to sell or generate leads needs... Read More
You know what it's like, you're reading the sales material... Read More
New to tech-writing, or thinking about starting? The key to... Read More
An interesting debate is currently raging among copywriters, web designers... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
Want to know the secret of creating MEMORABLE promotional copy?... Read More
It's arguably the most important word in the copywriter's arsenal.... Read More
Over the last decade, the number of companies selling their... Read More
One statistic shows that over 80% of all buying decisions... Read More
Persuasive copywriting is what draws the attention of prospective customers.... Read More
Whether you run a home-based business or Microsoft, one thing... Read More
Many people feel uncertain when dealing with copywriters. Like any... Read More
A few weeks ago I wrote some copy for a... Read More
It doesn't matter if you're writing an article, a newspaper... Read More
I know, I know. Times are tough. You have to... Read More
Most of the sales pieces people ask me to rewrite... Read More
When writing direct response copy, there are a few things... Read More
One of the most important priorities of evey online business... Read More
Chances are that you are making many, if not all,... Read More
How does this sound?Today, I'm going to show you how... Read More
Copywriting |