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The feature of a lifetime guarantee on a pocket knife offers the benefits that your knife is the highest quality customers can get; one that they'll have and own forever. It will become their old friend... and it's the last one they'll ever need to buy.
Those are the benefits of a lifetime guarantee. The feature of a 440 carbon steel blade has little meaning to a potential purchaser, but if you say it will hold a keen edge, only needs to be sharpened once every five years and will be sharp enough to shave with after a full year of hard use - those are the benefits that sell products through the mail.
A product has features, but the benefits are what attract the customer to make a purchase. Show the features in the brochure, flaunt the benefits in the letter and sell the response hard. That is the secret of success in direct mail.
Rules of direct marketing. There are four reasons for almost every sentence in your letter, and each sentence should be written to fulfill at least one of them. AIDA. First, Attract attention. Are they looking where you want them to? Do you have their attention? Are you drawing your reader into your work? OK, move on to number two. Arouse Interest. Without interest your letter never gets read. It gets tossed out, or the page gets turned. Once you have their attention, do you hold it?
Is your copy compelling, demanding to be read? Will even a friend read it in its entirety? Are you making it so your reader can't possibly put it down until it's finished?
Third, Direct that interest... to your product, the benefits, the offer, and point to the response. Then fourth, ask for Action. This is where your objective takes shape, and you earn your copywriting money. Ask for action several times (your objective): Send today... just check the 'Yes' box...
While the cost of buying time on commercial television remains high, right now advertising on cable is at an incredibly low introductory price.
You can now have the impact of a television ad, at a cost less than radio. Sight, sound, and motion to make your business message stand out and come alive. The low cost means you'll be seen with a frequency all our subscribers are sure to notice. You'll get more calls, and more customers will come into your store after seeing your ad.
if you're looking for repeat buyers who live close by... customers in your neighborhood... and upscale prospects in your own targeted shopping area - give us a call. And take advantage of becoming famous at our low introductory price.
More about Direct Mail List. See also: Marketing Ideas and Marketig Lead Generation.
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