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Direct Marketing Lists - Facts:

If you want a specific format for writing sales letters, Robert W. Bly recommends a five step approach in his book Power-Packed Direct Mail (New York: Henry Holt, 1996). He refers to the five steps as the "motivating sequence." They are: read only the first two or three lines of your letter and then skip to these forms.

 

Your call to action is an order form, include all the necessary features of your products or services, including prices. The order form or reply card should be a self-mailer or include a self-addressed envelope in the package. Either way, include postage on the form.

 

You can obtain a business-reply permit (BRP) from the post office, which enables you to pay the postage on only those forms that are actually returned. If using a reply card, give the recipient one question to answer and three choices or check boxes to mark.

 

The question is: When are you expecting to make the purchase? The three choices are: Have a consultant call. Get attention. Show a need. Satisfy the need. Prove your superiority. Ask for action. The next paragraph demonstrates how to satisfy the need. Next, is a paragraph on why you are the best supplier to solve that need.

 

At the end, ask for action. Your call to action should include having the recipient fill out and mail an order form, request more information by calling an 800 number or submitting a reply card. Henry Cowen, a direct advertising specialist, stated in a speech, "There are direct mail manuals around that recommend simple, easy-to-read order forms, but my experience indicates the mailer is far better off with a busy, rather jumbled appearance and plenty of copy.

 

Formal and legal-looking forms that appear valuable, too valuable to throw away, are good." Putting as much information as you can on the order form or reply card is good advice because many people Send more information. Not interested.

The postscript should contain a special offer or additional support for the call to action.

 

More about Direct Marketing List.   See also: Direct Mail Advertising and B2B Marketing.

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