Consumer Direct Marketing and Consumer Lists information: Until you master the mailing, stick to the rules. By following this format, it's possible to mail a single letter about your product or service offer to potential customers and have great results. No brochure or other literature is necessary, although it can round out the package nicely. The letter sells with user benefits. The brochure lists the product features. A brochure also gives you added credibility.

 

Above all, the letter must look attractive. It should have lots of white space making it look easy to read, even if it isn't. The best way for me to show you some of the tricks to reduce the look of the amount of information in a letter is to include several examples. Eye-catching tricks to make the information look short, to attract attention to selected benefits, and to draw the reader into the letter are included as letter models and referenced throughout the book.

The eyes of the reader look briefly at the letterhead, then glance at the salutation, read the first paragraph if it's short, scan the letter, sometimes reading a short paragraph or what's underlined or in bold while drifting down to the signature. Then they start reading at the P.S. So the P.S. is one of the most important parts of a direct mail letter. It gets read first, and sometimes again last.

 

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Don't get too cute, or go crazy with all those slick type styles (called fonts) now available for typewriters and computers. Use typewriter-style type fonts. to make your letter look like it was just typed on a typewriter.

 

This is the best place to restate your offer and your most powerful benefit. Every direct mail letter should have a P.S. To verify this, just check your mailbox, and see what elements all the successful commercial mailers have on their page that looks like a letter. Before Writing Letter Copy Know your audience. To whom, or what market segment is this letter being sent? Write your letter as if writing to an individual person.There are several versions of typewriter-style and I recommend these rather than having the letter typeset in an advertising-style typeface.

 

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