Increase Your Creative Wins (1,147 words)
Whenever possible, make your order form a separate piece that falls right into your prospect's lap. Highlight your guarantee on every piece. And group your testimonials so they make a stronger impression.
Guessing instead of testing.
This is probably the stupidest mistake of all. Despite our industry's image of being filled with number-happy bean counters, a frighteningly large percentage of businesses don't test properly.
One guy wanted me to help him sell a software product. He was using a self-mailer, but I thought he needed an envelope package. He said he had tested envelope packages and firmly stated that they don't work.
After asking specific questions, I found out he had done one mailing. With a new offer. To an untried list. During a bad time of the year. And hadn't mailed against his control.
Testing is expensive, but not as expensive as rolling out a mailing that is destined to under-perform.
Avoiding stupid mistakes won't guarantee success. But like the chess player, you will reduce your losses and thereby increase your wins.
Dean Rieck is a direct response copywriter, creative consultant and president of Direct Creative of Columbus, OH. Reach him at (614) 882-8823 or DeanRieck@compuserve.com