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Marketing Resource Center |
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Direct Mail Sales Letter Mistakes to Avoid
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. 1. Wrong 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. 2. No testing 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. 3. No offer 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. 4. Starting with you, not me 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." 5. Slow in getting to the point 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. 6. Poor follow-up 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. 7. No time limit 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. 8. No call for action 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. Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.
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