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10 Common Direct Mail Mistakes and How to Avoid Them
Successful direct mail does not need to be elaborate full color printing or creative design. The major factors contributing to a successful direct mail program are in the planning and implementing of the program. Avoid the following common blunders...
5 Direct Mail Tips to get the Envelope Opened
If the truth were told literally millions of dollars a years is being thrown down the drain on direct mail campaigns that fall flat on their face all because the envelope containing the offer is not getting opened.
Think of it - you can work...
Cost Effective Ways to Use Direct Mail
Cost Effective Ways to Use Direct Mail to Increase Investor
Leads
Direct mail is able to offer highly targeted, detailed sales
information to a large audience quickly and effectively.
Therefore, sending direct mail pieces to your investor...
Direct Mail and The Real Estate Agent
For many agents, the most utilized forms of advertising and lead generation are former client contact, which may or may not lead to referrals for new business, and the old standby, the local real estate magazine. All are great ways to generate...
Direct Mail Deadlines: How To Use Them Effectively
Giving your prospect a deadline for ordering, particularly when that deadline is a date and not simply a period of days ("Order within the next 30 days"), will outpull mailings with no deadline almost every time.
But you need to be cautious about...
Direct Mail Response Rates Low? Eliminate these Mistakes
Are your direct mail response rates lower than you expect? Check your sales letter or direct mail package against this checklist to uncover the reasons for your poor response. LIST You are mailing to people who are never likely to buy You are...
In B2B direct mail, don’t ask for the order.
Business-to-business direct mail is different from business-to-consumer direct mail in one vital way: sales cycles are longer. A senior vice-president of information technology doesn't buy a $1.5-million network upgrade by dropping a business reply...
Internet Direct Mail Is Different: 14 Things To Remember
Internet Direct Mail (IDM) and Traditional Direct Mail (TDM) both have the same goals in mind. They are to generate leads or orders.
However, marketers need to respect that online media and print media present different hurdles in achieving this...
Top 10 Tips for Growing Your Business with Direct Mail Postcards
Introduction: Why Use Postcards? If you've priced out display advertising or Yellow Pages listings, you know that they can add up to big money in a hurry. Quite often, these valuable promotional tools are beyond the budgets of many small and...
Using Internet Direct Mail To Increase Your Company’s Profits
“I want to sell my company’s products on the Web, but how do I get potential clients to visit my site,” a client asked recently. The answer is a strategy that has proven extremely effective for many different businesses…Internet Direct Mail. ...
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Direct Mail Sales Letters Flow Better With Subheads
A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are.
Use subheads to draw attention to your copy
Why do we use subheads anyway? Because you can’t just cover the important points in your copy. You’ve got to highlight key points using graphic devices, such as bold type, italics, underlining, bullets and subheads. If a key point is your guarantee, then put the word “guarantee” in one of your subheads. If your copy says somewhere that subheads help skimming readers, then put that vital point in a subhead, like this:
Use subheads to help skimming readers
Readers like to skim. So use subheads to show readers what each section of your direct mail piece discusses. Look at this article, for example. A glance from top to bottom tells you this article has four tips on writing effective subheads. You
discovered that by skimming. Subheads lead your readers point by point through your sales pitch. This way, readers who only skim your copy still learn, in outline form, what you are selling.
Use subheads to break up large blocks of text
Page after page of uninterrupted type is monotonous to look at (unless you are reading a novel). But if you break up your copy with a subhead here and there, you show your readers that there is some respite along the way. Subheads make your copy more inviting to read.
© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
About the Author
Alan Sharpe is a business-to-business direct mail copywriter. Sign up for free weekly tips like this at www.sharpecopy.com.
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