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6. Avoid Mistakes before seeking brilliance. Direct Mail profits seldom result from a wild new creative idea. Generally, it's the solid, tried and true -even boring-packages that work again and again, year after year. 7. Break the rules every now and then. Try two or three separate letters instead of one long one. How about two order forms, each for a different product? Are you serious all the time? When it is appropriate, loosen up. Have fun. 8. Design your package for chaotic reading. No two people read in exactly the same way. You can't count on people to follow the linear path from envelope, to letter, to brochure, to lift piece, to order form like the textbooks say they're supposed to. Make each piece complete with offer, call to action, and ordering information to increase the odds of response. 9. Always include a separate order form. It's tempting to cut costs by attaching the reply form to the brochure.. 10. Always offer a toll-free number. Nobody says "toll" anymore, use CALL FREE 1-800. 11. Offer something free whenever possible. You can almost always boost your response by offering something for free-free premium, free dollars off coupon, free sample, free upgrade, free consultation, free issue, free book, etc. 12. Target messages to target audiences. Everyone's hot buttons are different. If you're mailing to a variety of markets, adapt your message to each one. 13. Make clear your copy and design. If your readers don't understand what you're selling or why, they won't buy anything. 14. Appeal to emotion first, reason second. To set up a sale, appeal to emotion first, then, to close and confirm , use logic. 15. Be truthful and believable. 16. Encourage involvement. The more involved your prospect, the more likely you are to get an order. Get your prospect's hands busy. 17. Always state a clear, specific call to action. People aren't stupid, but they are lazy. I am. And I'll bet you are, too. Never make people guess or assume anything. If you want a phone call, say so. If you want a filled-out form, give instructions to do it. Don't assume anything. 18. Make sure extra inserts or gadgets have a clear purpose. |