First, you've got to get your mailing opened and read. Next, you've got to communicate your offer in such a way that it's retained and used. And finally, your discount device has got to be as durable as it is memorable, so it doesn't disintegrate or get lost in the growing stack of stuff that's filling your customer's or prospect's wallet.
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Direct response writers are always on the prowl for words to make their marketing concepts more compelling and more effective in generating a click, a call or a store visit. A kit is comprehensive, complete and everything you need. Calling your product, offer or mail piece a kit makes your customer think differently about you and what you're offering.
I was schooled in the fundamentals of direct marketing while a senior writer at Finger-hut, and it was drilled into me that you never add anything to a control package unless it has the potential to increase response significantly. Moreover, that increase must more than pay for itself.
I repeat: Repetition works especially when it's used as a strategic marketing tool. As a writer, I've learned from experience it increases the likelihood of capturing attention and generating measurable response. Try these tips for using repetition to fuel more clicks, calls, mailed-in cards and visits to your store or website.
Direct response writers (and their readers) know that one of the most powerful motivators in the English language is a four-letter word. It's the word "free." “Free” nudges fence-sitters by eliminating risk. It rewards the deal-seeker in each of us. And it's a tool for separating you from the competition.
Sixty years ago, a direct mail copywriter named Frank H. Johnson was looking for a way to increase the impact of his sales letters. He decided that instead of forcing readers to wade through a mass of copy before making the offer, he would highlight the offer in a centered rectangular box placed at the very top of the letter above the salutation. The results were terrific, and the "Johnson Box" has been going strong ever since.
It's the little things that make a huge difference when it comes to delivering clicks, calls and visits to your store or website. When rolled into a powerful marketing message, even the smallest copy and design elements can help increase or squelch results. Your response depends on these details.
You see, the order form is the place where the reader actually signs on the dotted line and makes a commitment. Whether you're asking the prospect to order the product and pay with a credit card number, request a free white paper, register for a Webinar, or act in any way, it's important to handle all the details of the order form properly.
Write a brilliant, compelling sales letter and your response rates can shoot up. Make a few thoughtless blunders and you're in deep trouble. Here are some of the many questions that have been coming my way, along with some quick responses I hope you'll find of interest.
Mobile users are impatient and seek immediate fulfillment. If you fail to capture their attention with highly personalized and impeccably timed communication, the “mobile moment” will be lost forever and with it, the potential of building a loyal customer base. Learn how to use behavioral segmentation to track potential conversion opportunities in real time and trigger engagement that sees them all the way through.
There are signs the economy is starting to rebound, but it’s still a little scary out there. Just as customers are more prone to avoid risk in these uncertain times, you should try to avoid unnecessary risk in your marketing efforts. This is the perfect time to remind yourself of a few basic principles that drive direct mail marketing.