What do you want your recipient to do? Call? Write?

 

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I sell the immediate call very hard. Between the teaser copy on the envelope and the first paragraph, we figured nearly 99% of the people receiving this letter opened it. We were right - the mailing was very successful. Note every line ending is directed - each paragraph has its first line slightly shorter on the right hand side than the rest of the paragraph. This doesn't happen by chance. The FREE offer of his current stock recommendations was a strong premium, the client later told me. Many people called for this free premium and were eventually converted to continuing clients.

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. You should know

 

And They are designed specifically for you. We can work together to outline a plan to make you more money, faster. Your investments will start making money for you right away. Please call now and I'll be happy to send you - FREE - our track record and current stock recommendations. We always make this GUARANTEE: no charge for investment advice unless it makes you money. The initial consultation is FREE. I Thank you for your consideration to do business with us. We are always as close as your phone. Please call anytime.

 

 

What are the advantages or innovations of your product that make it unique? What makes it better than the others in the field? What are the differences that set your product apart? Before writing anything you should have a clear picture firmly in mind of both your audience and your product. Product differentiation will translate into user benefits. As in a magazine advertisement, nothing is worse in a direct marketing letter than having no objective. As in an ad, the objective of a commercial.

Letter direct mail package is usually to have the recipient respond in some way: by objective.

Can they use their credit cards? Can they order on the phone? Can they try the product free? Do you offer easy terms? A perfect effortthere are other obvious things you have remember such as allowing people enough room write in the order form, and showing how fill it in. The merchant defines the various weight ranges and assigns a dollar amount for shipping charges each range. Second, promote the idea via traditional off- and channels and via channels. What was this man's secret? Apparently, he spends two days getting ready make a half-hour speech, my colleague told me.

 

Are they old or young; executives, college graduates, or blue collar workers; rich or poor; All copy starts here. housewives or working mothers? To a strong degree this will dictate the composition of the letter. When writing, keep your audience firmly in mind. Make sure every reader will understand what you are saying. When in doubt, keep it simple and keep words short. Next, know your product or service. If possible, hold it, touch it, feel it.

Is it better than the competition, and in what ways? Are there differences you Knowledge is power. can point out that make your products unique? Is it cheaper, bigger, smaller or more attractive? .

 

These objectives are wrapped in an attractive package of clean graphics and tightly written copy focused closely on making an offer they can't refuse.

 

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