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Do you worry that your advertising gets lost in the jumble of magazine columns? Have you ever wished that you could make a personal sales call to each of your potential clients?
We're writing to tell you that if you're dismissing direct mailings as "junk", you're missing the boat on some of the best marketing ideas of the last half century. The easy tips you read below might turn out to be the most important advertising advice you'll ever get.
Still reading? We thought so. Over the years marketers have turned the humble art of writing a sales letter into an art form (from which we've drawn liberally in the two paragraphs above). Direct mail is stealth marketing - we tend to dismiss it as clutter until we find ourselves (often to our own surprise) filling out an order form and pasting on a stamp.
The secret to direct mail is that it is a recognized shorthand for establishing a personal connection with your customers and future customers. Good direct mail is personal; it has a salutation and signature, sometimes a postscript. Like a good letter, it should be direct, informal, sometimes witty, sometimes serious.
There are two techniques for writing effective direct mail that unquestionably fall at the top of any list of tips:
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