The heart and soul of your direct mail campaign is the sales piece copy. Writing brilliant, interesting, persuasive copy is not an easy task. And it’s often not fully appreciated by the people who pay for it. New mailers especially tend to focus on the campaign details of cost, scheduling, and locating mailing lists. Getting […]
copywriting, direct-mail, direct-mail-marketing, vendor
The headline is the most important part of your sales letter or space ad. You could have the best advertising copy and the best product, but it doesn’t matter IF the reader doesn’t get past the headline. Changing the headline can make a huge difference in your response rate, even if you don’t change one […]
copywriting, direct-mail, direct-mail-marketing, sales, sales-pieces, vendors
If you want people to take action and buy from you, you have to ask for the order. But surprisingly, most marketing messages don’t. If you don’t include a strong, clear, call to action in your direct mail campaign, you are wasting money! You need to make it ABUNDANTLY clear what your offer is. In […]
call-to-action, copywriting, direct-mail, direct-mail-marketing, sales-piece
Over the years I’ve worked with a large number of online marketers who were very successful at finding prospects through direct mail. My experience with them has taught me a lot, and now you will benefit from it. I’m going to share with you three of my best secrets for driving prospects to an online […]
call-to-action, copywriting, direct-mail, direct-mail-marketing, sales, sales-funnel, website
The headline of your sales piece carries a big responsibility. It takes just seconds for your prospects to decide whether or not to read further, and their decision is based largely on the headline. Does it grab their interest? Does it convince them there’s something here worth learning more about? Does it predispose them to […]
copywriting, direct-mail, direct-mail-marketing, sales, sales-piece
Getting the right copywriter is one of the trickier aspects of putting together a direct mail campaign. Your copywriter is a “creative” with whom you’ll be working closely. Copywriters need to understand your thoughts and be able to express them in your voice. They must get your “style.” How aggressive do you want to be? […]
copywriting, direct-mail, direct-mail-marketing, vendors
We are about to look at the most important 20 seconds in the life of a sales piece. And I bet you can guess what they are. It’s those first 20 seconds after your prospect sees your sales piece sitting in the pile of mail he just brought into the house, and what he does […]
copywriting, dimensional-mail, direct-mail, direct-mail-marketing, headlines, sales-piece
Your sales copy has one purpose. And it’s not to impress the reader with how good the copy is. Or entertain the reader. Or educate the reader. Your copy may do all of the above. But that’s incidental. Your sales copy has only one reason for its existence. To persuade people to do what you […]
benefits, copywriting, direct-mail, direct-mail-marketing, service
Having the right sales piece is crucial to the success of your direct mail campaign. And one of the most critical aspects of any sales piece is the offer/call to action. This is the part of the copy that lets readers know what you want them to do and what they’ll get for doing it. […]
call-to-action, copywriting, direct-mail, direct-mail-marketing, sales
Since I am an optimist, I see the good and positive side of just about everything. I’m rarely negative. Although I always encourage people to have a positive outlook, I want to take a moment to mention there are times when you might want to be a bit negative. I’m not talking about having a […]
copywriting, direct-mail, direct-mail-marketing, sales-piece