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Direct Mail Services - Facts:

IDirect marketing TV and radio commercials typically use toll-free numbers. Many encourage prospects to send an E-mail or visit a website. Lester Wunderman, chairman of Wunderman, Ricotta & Klein, a New York City ad agency, came up with the term direct marketing in the 196os.

But for the best response it still should be conversational in tone. I don't ever recommend big words. Scientists and technical people are just people with different sets of skills who don't know how to dress (plaid shirt, plaid sport coat, plastic pocket pen protectors.

 

to Time or Newsweek is an example of direct mail.
Direct marketing is any type of marketing that seeks some sort of reply from the reader, typically by phone, mail, E-mail, or fax. Direct marketing print materials usually have response coupons or reply cards the reader can use to request more information or order the product.

 

When planning your mailing, start with the date you'd like to have it in the mail and work backward. Keep in mind that everything except sex and bingo takes longer than it should.

 

Letter Introduction Use the area directly under the letterhead (but before the salutation and body Arouse very early of the letter) to get in a short message that will not appear as part of the letter.

Direct response and direct marketing mean the same thing. Direct response seeks an immediate action on the part of the reader. This could be to call a toll-free number, visit a showroom, try a product, mail a reply card, go to a home page, or see a demonstration.

As you will see, one of the basic premises of this book is that vir¬tually all business-to-business marketing communications can be made more powerful, effective, and profitable by converting them from con¬ventional communications to direct-response communications.

interest. Directly below the letterhead you may, at your option, have a couple of lines dedicated to the most important selling features, best offer, benefits, or a few lines to create additional interest. Some mailers even leave off the letterhead of company name and address in favor of an early heavier block of selling copy.

 

Brochures written to describe cars, vexs, PCs, and stereo sys¬tems, for example, often get quite technical in their discussions of fea¬tures and functions.

 

More about Direct Mail Services.   See also: Post Card Mailing Service and B2B Marketing .

Response Makers - Direct Mail Services