TAKE THE JUNK OUT OF JUNK MAIL
MAIL IS ONLY JUNK IF IT’S NOT TARGETED.
You’ll get a much better response if you follow
these golden rules of direct mail:
Contact your current customers first
They’re a gold mine! Get the most from them first
with mailings specifically targeted to their individual
needs.
Buy the best mailing list you can
Don’t give your postie more work – use addresses
that aren’t likely to be returned undelivered.
Repeat, repeat, repeat
Better to mail the same person three times, than mail
three different people. It takes repetition for your message
to sink in.
Make it personal
In this electronic age, there’s no excuse for sending
standard letters – personalise every one. Order
forms too if you can.
Write like a friend
When you’re writing, imagine you’re speaking
to an individual and your copy will sound much more friendly
and appealing.
Keep it simple
Give them enough information to get to the next step,
but don’t overwhelm them.
Sell benefits not features
Features bore, benefits sizzle. Explain how their life
will improve – not what the buttons do.
Test, test, test
Try different mailings with different groups and figure
out what works best. Have some fun.
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