“Brains Over Bucks.”

Ten Golden Rules To Dominate Your Direct Mail

By Jeff Slutsky and Marc Slutsky

Are you happy with the results you’re getting from your direct mail?  Then use these ten techniques to increase the impact of your sales letters and direct mail pieces, suggested by Murray Raphel, author Mind Your Own Business:

1.  Start with a question (or your strongest benefit).  “Are you the type of person who...” “What would you say if...”? Those are the headlines that cause letters to get read.  By asking a question up front, the customer is pulled into the copy wanting to find the answer.

2.  Make it newsworthy.  Work your copy around a recent newspaper article of interest to your reader.  If the article is from the Wall Street Journal or the business section of the [Columbus Dispatch] and your target audience are business people, you’ve made your prospect curious, then inquisitive, then a reader, and then a buyer.

3.  Make it specific.  Don’t write in generalities.  Relate to me...or my problem.  Pinpoint your words: “Here’s how 14 inches of floor space can return $30,000 a year ...  In profit.”  That’s specific!

4.  Identify with the needs of the reader - quickly!   The subject of interest to the reader should be in the first sentence or the first paragraph. Readership surveys show a person’s attention falls off during the first 50 words.  But if they read up to that point, they will read the next 500 words.

5.  Emphasize benefits, not selling points.   Remember the “What’s in it for me” philosophy.   Focus on the benefits to your readers and how your products work to their advantage.

6.   Write towards the present tense.   Avoid the past perfect tense.  Work your sentences as close to the present tense as possible.  This makes everything seem more immediate.

7.   Make the words suit the action.  If you’re writing to professionals, use language they can relate to.  Research and understand who your target group is going to be.

8.   Use subheads to keep them reading.   Too much type in close cramped quarters makes it difficult to read.  Separate your paragraphs with white space, and subheads that keep the reader reading because the subheads provoke interest.

9.   Use short, punchy, dramatic, attractive, effective words and punctuation.  Understand?  Make sentences easy-to-read.  Keep them short.  Keep paragraphs short.  Like this one.  Holds their interest.  Keeps readers reading...

10.  Write with E’s, Emotional, Enthusiastic, Entertaining and Easy-to-read.   Everyone likes to hear a storyteller.  Make your story interesting to keep and hold your reader’s attention.  Make your readers get caught up in the moment.  A good selling letter should have these same qualities.

            Even if the busy executive never sees your envelope and appreciates the effort and talent you assembled to create this original interest, your finished letter in his desk will be read. Remember write with ease.  Make that E’s.

Street Fighter Action Plan

1. Use a question or a benefit statement in the beginning.
2. Make the information newsworthy by being specific and identifying to the needs of your readers.
3. Use the benefits of your products and services in the copy, and avoid selling points.
4. Make the words fit whom you are targeting to get business.
5. Use subheads throughout and keep sentences short and to the point.
6. Write with emotion and enthusiasm.

 

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