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1. There are four important elements in a "Direct Mail Package"
and close attention must be paid to each: (Before anything, of
course, comes the essential "idea" since the conceptual strategy
is still key.)
a) the graphics (carrier) which must be opened by reader - i.e,
"what does it look like?"
b) the offer: the way the proposition is phrased - i.e "what's
the deal?"
c) the copy: the compelling description that gets the reader to
buy or act - i.e. "how is it said?"
d) the list: the targeted audience most likely willing to buy or
act - i.e. "who is it sent to?"
2. Perhaps the most important element is the list since an
excellent offer, with a striking carrier and compelling copy - if
mailed to wrong list - can be a disaster. Others belive copy is
most important, but don't let ranking bother you since each
element is important. Take all reasonable steps to get, use and
keep the most accurate and up=to-=date lists possible to increase
your margin of success. Set up a system to add names and keep'em
current.
3. Heed "Daly's Law" - "Everything takes longer and costs more!'
So. it's wise to start project in ample time to make all elements
come together in easy manner. Use "reverse timetable" to plot
what needs to be done and when. For instance, you probably need
to order lists first. Then, don't forget the envelopes, printed
stock, other enclosures , etc. Allow time for delivery and return
action plus follow-up mailings.
4. Direct Mail is a demanding taskmaster, so if it fails it's
probably you who missed somewhere, not the medium.. If possible,
"test" some or all portions of your program so you can alter
methods if needed.
5. Writing compelling Direct Mail copy only seems simple so
don't be deceived. Heed basic principles of writing to single
person in simple, straightforward manner - yet with style. For
success, remember the 3 "S's" of successful copy are: (1)
Simplicity, (2) Sincerity, (3) Serenity. Long copy is not
necessarily bad, in fact it can outpull short copy. Focus on main
message you intend to convey. Never forget you want action to
occur...NOW. Be sure copy answers the always-asked questions:
"What's in it for me?" Always keep reader's perceived needs in
mind. Do the necessary research to determine them.
6. Closely analyze your
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