Untitled

The Ultimate Direct Mail Handbook www.MailMasters.net

The Ultimate

Direct Mail

Handbook

How to get the highest

response rates at the lowest cost

for the greatest profits.

Written and Published by

Lyndell Epp, President of Mail Masters of Colorado

www.plumbmarketing.com

Written and Published by

Lynndell Epp, President of Plumb Marketing.

The Ultimate Direct Mail Handbook 2 www.MailMasters.net

Table of Contents

Ways Your Business Can Use Direct Mail··················································· 3

Measuring Performance ················································································································ 8

House Lists & Prospect Lists ························································································· 11

Direct Mail Formats for Maximum Impact··········································· 17

Copywriting ··························································································································································· 21

Personalization ············································································································································ 27

Strategies & Tactics····························································································································· 28

Bringing it all together—

Connecting Offline with Online····································································· 48

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Ways Your Business can use Direct Mail

Overview

Reaching customers through direct mail is big business.

Currently, over $41 billion dollars are spent annually on direct mail

marketing in the United States. Because of the one-to-one nature of

direct mail, you can target specific individuals who have a need for

your product- increasing the likelihood of making a sale. You can also

build lasting customer relationships that result in repeat business.

If you include a reply device, you'll promote immediate response.

Of course, you can use the number of responses to help measure the

success of your campaign. Direct mail is the perfect way to reach

selected prospects. And it can be a complement to your overall

Marketing mix. A direct mail package can be designed to make an

instant sale, open a dialogue between the potential buyer and seller,

or simply inform the potential buyer about a particular company's

products and/ or services. Whatever the desired outcome of a direct

mail effort, one fact remains: direct mail is a proven way to reach

customers.

Direct mail can be focused.

Mass media is more of a shotgun approach to a large, diverse universe

of potential customers. Direct mail, on the other hand, can be targeted

to a single individual, at a single address. The degree to which that

individual is a potential customer, meeting a specific set of criteria, is

a function of the lists you use.

Direct mail sales can be predicted with accuracy

By carefully testing and tracking responses on a small scale, you can

effectively predict the revenues resulting from a large-scale campaign.

In addition, the results of a direct mail campaign can be measured with

precision.

Direct mail allows you to take your product or service to the customer

Direct mail can make it easier for a customer to make a purchase in a

number of ways. For example, you can alert potential customers to

new products or sale items before they come into the store. You can

also include an order form and complete the entire transaction through

the mail.

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Direct mail is economical

Depending on the magnitude and complexity of a given campaign, di-

rect mail can be a cost-effective vehicle to reach a sizable audience of

potential customers on an individual basis.

Direct Mail is Versatile

Direct mail is a powerful marketing medium not only because you can

use it to precisely target your audience, but also because it can be used

effectively to achieve a variety of marketing objectives, including:

• Prospecting for new customers

• Generating qualified sales leads

• Establishing and maintaining relationships

• Cross-product selling to existing customers

• Building brand recognition

• Enhancing results from other forms of advertising

Not all of these objectives apply to every business. Here are some

specific ways that certain types of business can use direct mail to

achieve their marketing objectives.

Retailers

• Give advance notice of a sale by mailing postcards to preferred

customers

• Mail flyers or brochures to all nearby addresses announcing

new product lines, monthly specials, new seasonal hours, etc.

• Raise awareness and effectiveness of other advertising by

mailing a postcard asking customers to watch for other

advertisements.

Service Companies

• Mail a periodic newsletter informing customers of new

developments in your industry and providing helpful tips

relating to your service.

• Turn your current customers into a sales force by mailing a

"tell-a-friend" promotion offering premiums or discounts to

customers who refer new business to you.

• Prospect for new customers by swapping lists with a company

in a complementary business. For example, a pet groomer

could exchange customer lists with a local veterinarian.

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Manufacturers

• Announce new products or prices to customers and

distributors. Notify buyers of one product about the

availability of other products you offer.

• Alert customers to the availability of upgrades and

accessories to products they have purchased.

• Send or offer small product samples to qualified sales leads.

Professionals

• Mail cards to clients announcing changes in staff at the firm.

• Raise awareness of your services by alerting the community

to special events related to your service.

• For example, a health clinic could mail a flyer promoting

Heart Health Awareness Week.

• Mail a periodic newsletter informing customers of new

developments in your field and providing helpful tips

relating to your service.

Price Testing

Consider testing a few mailings with two different prices. Randomly

send half of your prospects a direct mail package with one price, and

send the other half an identical mailing with a different price. If you

receive a similar number of orders from both campaigns, you can select

the price that results in the higher net profit.

Generate Web site traffic

Do more than just mention your URL in your letter or list it with your

toll-free number on your postcard. Create an entire mail piece—

including the offer—to drive customers and prospects to your Web site.

A search engine may get them there, but why not test direct mail?

Direct people to a unique landing page or personalized URLs

Don’t create a mail piece that sends people to your homepage, and

expect them to remember how and why they got there. You may lose

them and the opportunity to measure response to your original

mailing. Use a landing page or personalized URL to tie your offer and

customer to your mailing.

Make a one-step sale

Even though most solos and self-mailers selling products and services

don’t generate mail-in orders, they’re very effective at generating one-

step online and phone transactions.

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Generate qualified leads

Direct mail is a powerful and personal tool for providing just the right

amount of information to get people to raise their hands and say, “I’m

interested.” Then you have the choice of following up in person, by

phone or e-mail. Make sure to track and compare your direct mail

efforts with those done by phone, online and from referrals. In addition

to tracking initial response and close rates, make sure to measure and

compare the lifetime value of leads from all sources.

Provide ink-on-paper sales messages and product benefits

There still are customer and prospect segments that prefer to receive

your message printed on paper and delivered by mail. For these

audiences, direct mail is more memorable and can be retained more

easily for later decision making. If you are tracking, measuring and

analyzing results from all media, all sales channels, you’ll know how

much of your business is affected by this.

Support broadcast, space and Web-based advertising

Turn on the TV, then look in your own mailbox and email inbox

for examples of how astute marketers integrate media to present a

common brand message. A postcard or solo mail piece should be just

as effective at communicating your brand as your Web site, TV spots

or product packaging.

Can you market your product of service through the mail?

Direct mail is a proven means of getting customers into your store and

of taking your store to the customer. Experts agree that just about

any product or service can be sold by direct mail if you use the right

elements, such as price, list, package and advertising copy. However,

the most important thing to determine is whether the product or service

can be marketed through the mail profitably. To better understand your

product's chances of direct mail success, consider the fallowing points

before making a decision to launch a direct mail campaign.

Product Uniqueness

Many successful direct mail campaigns involve unique products or

services, or at least unique features. If your product is not actually

exclusive, you can make it seem novel by highlighting important

features and benefits.

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Mail Order

The following checklist may help determine whether mail order makes

sense for your company:

• Are your competitors selling similar products through

the mail?

• Who is your audience? Are there lists available to reach

these potential customers, and what will the lists cost?

• Will the price of your product be competitive?

• Will you accept credit cards/COD/checks/ installment

or deferred payments?

• Will shipping costs significantly affect the cost?

• Is your product or service one that will be reordered

often? .Can multiple items in your product line be sold

to the same customer?

• Will selling your product through the mail require toll-free

phone numbers or service hotlines? Can this be done

profitably?

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Measuring Performance

How to Measure Your Direct Mail Campaign's Success using

Return-On-Investment Tools

Customer acquisition is a critical factor in a company’s growth,

and requires even more forethought and strategic action during an

economic downturn. Tight marketing budgets and managing costs

are the game plan when sales are slow. Even under such trying

circumstances, direct mail can play a huge role in getting and retaining

customers.

Direct mail is one of the most cost-effective ways to bring in new

customers. According to a DMA study conducted last year, direct mail

averages $10 in sales for every $1 invested. Another study by Pitney Bowes

found that Direct Mail generated a higher percentage of Internet sales

than Internet advertising, TV and radio.

The best way to guarantee the success of your direct mail campaign is

to measure the resulting increases in sales and profits. Campaign suc-

cess is measured as ROI, or return-on-investment.

Other standard measurements such as cost-per-piece or cost-per-lead

are helpful but will not provide the “big picture” view that ROI

analysis will. The most accurate ROI calculation takes into account a

customer's lifetime value, or the amount of sales generated by that

customer over time.

Direct mail allows you to control your campaign and direct spending

against those targets that are most likely to purchase your product or

service. The first step is to run small test mailings to get a feel for your

baseline response rates. Subsequent mailings can try different things

such as a different mail piece design, modified copy or new mailing

lists. When you are confident of your results, you can extend your

campaign to larger groups and be relatively assured your ROI will be

positive and the close to your test results. A large quantity of names

will cost you in production and postage so it is important to make

every mail piece count!

When conducting a test mailing, the first step is to decide how many

pieces to send. Too large a mailing is unnecessarily expensive, whereas

too small a mailing will not have enough responses to accurately

determine your response rate. A good rule of thumb is to test between

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1000 and 5000 pieces to start. That way you will get a sufficient number

of responses back from your mailing to determine what your response

rate will be.

Your response rate will vary depending on your product, industry,

target market, and other factors, so no general rules apply. For

instance, a sub-0.2% response rate is common in the credit card

industry, whereas some nonprofit companies experience response

rates as high as 50%. This should not discourage you; rather, it high-

lights the necessity of tracking your response rate for your mailing.

If you fly blind, you will only have a vague idea of your campaign’s

success and you risk wasting money and losing sales.

To increase the response to your next mailing, pay attention to these

important factors:

Campaign Goal

What is the goal of your campaign? Do you want to generate leads?

Close sales? Raise awareness? Drive traffic to your store or Web site?

Once you decide on your goal, establish a baseline and track responses

against that baseline. For example, determine the average number of

calls that you receive per month, and compare that number to the

number of calls you receive immediately following your mailing.

Alternatively, if you take orders through your Web site, your mail piece

can ask customers to enter a discount code when placing their orders

by which you can track the sales associated with your mailing.

The Mailing List

Who are your best customers? Identify who they are and then get lots

more exactly like them and market to them. The list can account for up

to 60 to 70 percent of your response rate.

Identify the unique characteristics of your customers. Are they male, or

female? Where do they live? How much do they make? The answers to

these questions can be used to build a targeted prospect list to gain

more customers.

The Offer

Whatever your direct mail campaign offers the target audience - a free

information packet, an instructive Web seminar, a gift for visiting a

trade show booth - concentrate on selling the benefits of responding

and receiving the offer. Remember that the goal is to get the person to

respond so that they can purchase your product and increase your ROI.

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If you can get someone interested enough to respond to the offer, then

you have the chance to get them to buy.

The Mailing Format

Here is where testing really plays a crucial role. Without testing

your mailing list, your offer, or your mail piece design, you will never

know if the campaign's success was due to a compelling offer, eye-

catching graphics, and enticing copy with a strong call to action,

or a great list. Conversely, without testing, you will not know which

aspect of your campaign needs improvement if you receive a less-

than-desired response.

Campaign Cost

Take the total cost of your mailing (including creative, printing,

postage, and labor) and divide that figure by the revenue generated

from an average sale. That will tell you how many sales you'll need to

make in order to break even and cover the cost of your mailing. For

example, if the cost of your mailing campaign is $550, and your average

order is $50, you will need to make 11 sales in order to recover the cost

of your mailing. In some cases, however, you may be willing to send

out a campaign without breaking even or showing a profit if it means

generating qualified leads to whom you can sell again and again.

Don’t forget the lifetime value of a customer.

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House Lists & Prospect Lists

There are three key elements to every direct marketing

campaign: the list, the offer, and the creative. Experts seem to

agree that the single most important element is the list. In fact, many

direct marketing professionals claim that the relative ratio of impor-

tance is: 70% list, 20% offer, and 10% creative. It is ironic, because this

is also the element that is least well understood by business owners and

most often over-looked.

Before you start it is important to understand the intent of your

campaign and develop a direct mail marketing campaign. Two

common goals for small businesses are to either (a) convince existing

customers to buy more (customer lists), or (b) convince new customers

to purchase for the first time (prospect lists).

Mailing to your Customer List

The value to your business of any particular customer is known as

Lifetime Customer Value – this represents the sum of all purchases

that customer will make from your business over the lifetime of the

customer. It almost always easier to convince an existing customer to

buy more of your products or services, assuming satisfied customers,

then to sell to new customers. In fact, repeat sales are essential

ingredient for realizing lifetime customer value (LCV).

Regular customer mailings seek to maximize LCV by building an

ongoing rapport with existing customers. Imagine the local realtor

who sends a monthly newsletter, the neighborhood garage that sends

out a note when it’s time for a regularly scheduled oil change, or a local

retailer who sends out invitations several times a year for private sales

events for “preferred” customers only. These are all examples of

customer mailings designed to create loyalty.

To do a successful program of this nature it is essential to know who

your customers are. Most businesses keep a list of current customers –

this is called a house list. The most basic list will include a name and

contact information (e.g. address, phone number, email address, etc.).

However, the more detailed information that is available the more

useful the list will be. For example, it is simple to see how purchase

history, income level, gender, and personal data can all lead to more

targeted marketing. The more targeted a program the better the

chance of success.

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Given the importance of repeat purchases, and the role that loyalty

programs can play in driving those sales, it is important to gather

information on your existing customers. Some businesses routinely

gather this information (e.g. auto mechanics, plumbers, and appliance

repair people require a completed work-order for every customer).

For other types of businesses, a little more creativity may be required

(e.g. the “club card” that Safeway offers, or a weekly lunch give-away

by a local restaurant for those customers willing to put their card

in a fishbowl).

When building this type of list be sure that it is “opt-in”. This means

to tell your customers that you will be sending them information

periodically and get their permission. Most customers will give you

permission willingly if they know you will periodically send them

offers or information that are valuable to them (e.g. coupons, special

offers, the weekly menu, etc.)

No matter what type of business you are in, building an

accurate and detailed house list is essential for maximizing

lifetime customer value.

As we will see, it is also an important first step in driving new sales.

Sales Prospecting:

Even with the most loyal customers there is a natural attrition among

existing customers. In fact, this attrition may not be the fault of your

product or service – customers move, customers die, lifestyles change,

and so do personal preferences. The bottom line is that sales’

prospecting is an essential part of maintaining business growth.

One of the most effective tools available for sales prospecting is direct

mail. According to the Direct Marketing Association, on average, direct

mail returns ten dollars for every dollar invested. However, as noted

earlier, the most pivotal element to direct marketing success is having

the right list. What does it look like? Where does it come from? Where

do you start?

If you are prospecting for new customers you will probably not have

their names. But, names of qualified prospects are available through list

compilers and brokers. However, to buy mailing lists it is essential to

know what your best prospective customers look like. That’s where

your house list comes in handy. Scanning through your house list you

can identify the traits that are common among your best customers.

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For example, you may find that your best customers live within five

miles of your business and have incomes of more than $75,000. This

demographic information will help you purchase a list of customers

that will buy.

There are two main types of lists that can be purchased: compiled lists

and response lists.

Compiled mailing lists are comprised of information from public

records and sources such as the phone book, courthouse records,

bankruptcy filings, mortgage deed records and more. On the other

hand, response mailing lists consist of individuals who have responded

to an offer either through the mail, phone, television, or through other

means of mass communication (e.g. a magazine subscription list, a

catalog mailing list, etc.).

These types of lists must be understood – each has a set of unique

characteristics that enables it to achieve specific and distinct objectives.

The key to success is to understand when it is most appropriate to use

each kind.

Compiled list are ideal for those businesses that need special demo-

graphic selectivity to target a well-defined market, for instance target-

ing auditing companies specializing in bookkeeping, manufacturers

with 50 or more employees, or families with household incomes of

$50,000 who live within 10 miles of your store. All of these examples

are likely to do better with a compiled list than a response list. This

is good news if you understand the demographic profile of your cus-

tomers since compiled lists are generally less expensive than response

lists – costing between $40 and $70 per thousand versus $90 to $125

per thousand for response lists.

Response lists are the best choice if you need to cover an entire market

of prospects with similar characteristics. For example, if you are selling

a specialized software engineering tool, or to every Certified Public

Accountant in the State, there are lists available from publications

that serve these markets. Often information is even available on how

frequently these prospects typically respond to offers they receive.

Response lists, especially among those who are shown to respond,

can produce higher response rates – thus justifying the higher price.

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Both types of lists are not always available for all audiences. So a little

research may be required to determine what is available for your

target market.

Once the correct type of list is determined the next step is to decide

how many names are required. This comes back to your direct mail

marketing plan. First, decide how many customers you are trying

to acquire.

The answer is not as simple as “as many as possible”. Consider how

many responses you can handle. If the goal is to have customers call

you, and you only have one person to answer the phones, then you

probably don’t want 10,000 prospects calling you at once. It is a simple

rule of marketing that the further you get from the initial point of

contact with your prospects the less likely they are to buy. Thus,

you only want as many prospects as you can service at any given

moment in time.

Similarly, if you have a restaurant that only has seats for 100; it doesn’t

make sense to attract 1,000 new customers to your doorstep on any

given day. If you have the chance to acquire a new customer you may

only have one chance. Another simple rule of marketing is that it is ten

times easier to get a new customer to try your business the first time,

then it is to get them to try it again if they have a bad experience; plan

to acquire only as many customers as you can service – and serve them

well. In the long-run this is a far more powerful plan.

With your target in mind just work backwards. For example, if you

are trying to attract 100 new customers, and you believe that 2% will

respond to the promotion, of those 50% will buy, then you will need

10,000 names (10,000 * 2% * 50% = 100). Response rates will vary

depending upon the accuracy of the list and attractiveness of the offer.

Direct mail professionals often use a 2% response rate as the benchmark

for a successful campaign. However, much higher response rates are

possible with a targeted and attractive offer.

When using a response list the vendor can often provide you with

target counts. These may or may not be enough to meet your goals.

You may need to combine several response lists to get the list counts

that are required.

With compiled lists the trick is to configure the demographic selects

appropriately to produce the size list required. For example, if you

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need 10,000 names, and you request all females within ten miles of your

business, and the initial list count is 100,000 names, then you may have

to tighten your search criteria – possibly by adding another select (e.g.

income level). In a similar fashion, the demographic criteria can be

relaxed slightly if the name count is not high enough.

In addition, this is not a strictly compiled or response list decision.

If both are available, and the counts are sufficient, then it may be

appropriate to do some small test mailings to determine which

produces the best results for your business, whatever type of list you

choose. It is always best to do test mailings to a particular list, hone

your message, and then mail to the larger list.

Summary

There are two types of mailings that should be used to drive any

successful marketing effort: customer mailings and prospect mailings.

The best results are achieved for customer loyalty programs when a

detailed house list is available. For prospect mailings, lists must usually

be purchased – a detailed house list can also be incredibly valuable for

purchasing the correct list.

There are two primary types of lists available for prospect mailings:

compiled lists and response lists. The correct choice revolves around

the type of customer you are targeting, geographic and market reach,

and total list counts that are available. The best choice is based on a

well thought out direct mail marketing plan and realistic targets.

Mailing Formats

Which pulls the best response, a postcard, a self-mailer or a letter?

The answer, you’ll be irritated to know, is clear. It depends.

Over the years we've learned how well a direct mail program

performs depends on the chemistry of three elements—format, offer,

and list—and whether or not you have designed the program with

enough frequency and follow-up triggers built in.

The success of your mailing depends on who you mail to (your list),

what you promise (your offer), when you mail (your timing), and what

you mail (your format and creative). Here are a few questions to ask

yourself to decide which format is likely the best one to use for your

next mailing.

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Letter

Does your sales message need to come from one person by name?

Does it need to be addressed to a person by name? Is privacy or

confidentiality a concern? Then a sales letter inside an envelope is

the way to go.

Postcard

Is your sales message short and simple, and designed to motivate

your prospect to visit your website to hear your full pitch (and place

an order)? A postcard is a good option.

Self-mailer

Do you need to illustrate your sales message while keeping printing

and mailing costs down? Then try a self-mailer (a document that mails

without an envelope, such as an 8 ½ x 11 sheet of card stock, folded

once on itself and sealed with a tab).

Classic direct mail package

Do you have things to say that do not really fit in a letter (technical

specifications, for example)? Is your sales message longer than 600

words? Does your prospect need to mail back a check or order form?

Then a classic direct mail package is your best choice, consisting of a

mailing envelope, letter, brochure, business reply card or order form,

and business reply envelope.

Catalog

Do you have a lot to sell? Do you need to show the color, shape or

quality of your product? Mail a catalog.

Flyer

Do you have a message that needs to reach everyone in a given

geographic area, such as a business park, for the least amount of

money? Consider mailing a simple 8 ½ x11 sheet with copy and

design on one or both sides.

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Direct Mail Formats for Maximum Impact

Postcards

This relatively inexpensive direct mail format is best used

when your program goals are to a) build brand awareness, b) extend a

transactional offer (i.e. discount, free gift), or c) drive prospects to your

web site for further qualification (to download an article, etc.). Due to

very specific postal guidelines, space is limited so your creative and

copy must be compelling and brief. Postage rates can be as low as

.23/unit, so it is wisest to choose postcards when targeting a larger,

less qualified prospect pool.

Standard postcard dimensions are as follows: 4.25" x 6", 6" x 8.5", and

6" x 11". When planning your mailing, keep in mind that 4.25" x 6" is

the largest size that still falls within first class postcard postage rates,

and all other sizes will be charged at higher postal rates.

#10-sized Letters

Letter mailers are best suited to marketing a) more complicated offers,

b) long-term commitments (subscriptions, memberships), c) personal

products, and d) upscale products or audiences. In fact they should be

mostly used when qualification has already occurred and only carefully

used on cold lists (for example, they have already attended a seminar

or webinar of yours, downloaded something from your website, etc.).

To improve your open rates, write out addresses by hand. While more

time-consuming to complete, hand written addresses create a more

personal connection with your contact and pull a nearly 100% open

rate. Once opened, your letter has 2 to 4 seconds to grab the recipient's

attention. So tell them why you are contacting them and how you can

help them in the first few sentences of your letter-you won't get another

opportunity. Remember, most people are slow readers, so once you

have captured their interest break your copy up into small, easy-to-

digest paragraphs and use 12 point type or larger. Never end a page

with a period, unless you want your reader to stop reading at that

point. Finally, always include some value added content with your

letter (i.e. case studies, articles, etc.).

US Priority Mail or FedEx Packages

These campaigns can be very effective, but like the #10 -sized letter,

only when you have already built awareness with the recipient through

prior marketing programs. Remember opting to send direct mail pieces

with US Priority Mail or FedEx (or a similar service) ensures a higher

open rate, but can cost upwards $4.75+ per unit. Make sure it is worth

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the cost by targeting only your most qualified prospects for these types

of mailings. Then create a compelling enclosure—one that clearly

matches your offer to your audience and your key marketing objective.

Note that you don't have to send a free gift or odd-sized enclosure to

justify this expense. Many companies will simply send their brochure

and a handwritten note via FedEx to ensure their hottest prospects sit

up and take notice just one more time.

Self Mailer

Reduce costs with a self-mailer. It offers low cost and a quick read,

good for quickly recognized content. It also helps speed response

because it’s not as in-depth as a full package and looks more urgent

and newsy. To make a self -mailer work at peak efficiency, combine

elements of a standard direct mail package and a print advertisement.

Include a strong headline in bold type, copy in easy-to-read sections,

strong visuals, clear offer, reply card, toll-free number, message or

mini-letter printed near the recipient’s address, feature list, testimoni-

als, guarantee, and other elements as needed.

Invitation

Signal exclusivity with an invitation. To make an offer special, you

can issue an invitation in the appropriate format, usually a smaller

envelope and letter on high quality paper. This works best for offers

targeted to high income prospects, professionals, and executive level

positions; for events such as conferences, meetings, and presentations;

or for offers that need a quality feel.

Add urgency with a telegram. This is a good idea that is, unfortunately,

wildly overused. It can be little more than an envelope design, such as

“Urgent Gram,” “Speed Gram,” or some variation. Or it might be an

envelope and letter combo resembling an actual telegram printed on

yellow paper with tractor-feed holes down the sides of the letter. One

way to make this format work is to create your own urgent-looking

envelope for fulfillment materials. This allows the envelope to get

noticed and assures that the contents will be relevant and interesting

instead of boilerplate.

Snap Pack

Create an official look with a snap-pack. This format is often used for

official notices or statements, so it gives your ad message the same feel.

And because the recipient has to rip open the edge of the envelope and

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pull out the contents, it creates involvement. It’s good for generating

inquiries or for organizations with recognizable and trusted names. It

has been used with particular success in the nonprofit sector to deliver

what appears to be an urgent, cheap appeal for funds.

Lumpy Mail

What is LUMPY Mail? Lumpy mail is a mailing strategy that

incorporates promotional products and/or gadgets that make your

mail (your envelopes or other packaging) look and feel lumpy. “Lumpy

Mail” doesn't look or feel like your standard flat and symmetrical

mailer. Lumpy mail arouses curiosity and gets your envelopes and

packages opened. This is not theory. It's a proven strategy that often

gets amazing results.

What exactly are promotional products and gadgets?

Promotional products are items such as pens, key chains, giant

paperclips, mugs, coins, magnets, hats, shirts, and a million other items

that can have your company name or marketing message printed on

them. You probably have a couple promotional items at home or in the

office from vendors yourself.

Gadgets are basically variations of promotional products. Gadgets are

items such as coins, funny money, fake jewelry, candy, band aids, and

just about anything else you can think of that you can attach to your

sales letter or marketing package to make it lumpy.

Helpful Hint: Do not simply drop a gadget or promotional item into

your direct mail package for the sake of using it. They key to effective

direct mail, or lumpy mail in this case, is to tie your gadget or

promotional item in with your marketing message. For example

if you use a bag of peanuts you may want to consider this approach…

“Are You Making Peanuts For Profits When

You Could Be Making Real Dollars?”

Or if you choose to use a miniature magnifying glass in your marketing

you can try this approach…

“Discover How To Magnify Your Cash Flow Without Spending A Dime!”

If you simply put in a bag of peanuts, a magnifying glass, or a pen with

your company name on it and you did not explain why you did so,

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you are wasting a marketing opportunity and your prospect may not

take your offer seriously.

Since getting the attention of your prospect is the most important

step, focus some of your energy on testing creative strategies for

accomplishing this in your direct mail and marketing efforts. It can

really pay off.

Using gadgets, grabbers, and promotional items in your marketing

and using them effectively can dramatically increase your response

rates. In my experience response rates have as much as tripled. But

this was after considerable market research including comprehensive

list selection, writing, and testing. Studies conducted by the Silver

Marketing Group on a significant cross section of businesses in the

United States show that response rates increased by 50%.

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Copywriting

Direct mail letters are not correspondence, though they

may borrow some of its elements such as the salutation and

the signature. The rest of a direct mail letter is quite different as we'll

see in this brief tour of a typical letter. Not every letter will have every

feature, and these apply to sales letters only. Lead generation letters,

especially to top management, follow some different dynamics. You

should have most of these elements if your letter is to sell—not just

convey information.

The Headline

Money making headlines are about the reader, not you .

Successful direct mail writers get their prospects’ attention by focusing

on the prospect's needs and making them feel that the letter was

written just for them. The most effective headline, by far is “Sally Jones

(or someone the prospect knows) thought you would be interested in

this product.” It immediately establishes a relationship and gives you

credibility. If you can't get a person's name in a piece, use a club or

establishment the prospect is familiar with that you can use as a refer-

ral. “Hog (Harley Owner’s Group) thought you would be interested in

this new chrome cleaner.”

Personalize your mailing. When you personalize a mailing by using the

prospect's name, the odds of getting a solid lead are five times greater

than if you send your piece to a “title” in the company, or “recipient”

in a household. A really good hook on an envelope is “I need your

help.” People love giving advice, but make sure your letter reinforces

this message.

Here are some guidelines to make your headlines worth the

price of postage:

Use odd numbers. Odd numbers have been shown to outperform even

numbers. Odd numbers appear more scientific and legitimate. “93% of

users say our product out works better than the competition.” It's more

believable than saying “everyone says our products are better.”

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Keep your headline straightforward and simple. Remember, the

reader is going to keep your mailing or throw it away in five seconds.

The reader should understand your message (and the benefits behind

it) as soon as he or she looks at her mail.

Use strong words. They conjure up strong emotions. Some strong

headline builders and cover letter openers are “I invite you …” “In next

few minutes you're going to discover…” “Congratulations!”(Don’t for-

get the exclamation point — hokey but it works), “You've just won..."

Put the benefits in your headline and use “absolute” terms. “Seven

ways to increase your income” is much stronger than “How to in-

crease your income.” Highlight specific benefits, not simply product

descriptions. As I mentioned, it's not about you, it's about them! To

increase the motivating power of a headline, increase the reward prom-

ised by the headline.

For example, instead of “7 Ways to Decrease Your Debt,” you might

say “7 Ways to Eliminate Your Debt.” “Decrease” is vague. “Eliminate”

is absolute.

Create a sense of urgency. Use deadlines, like, "Respond by March 31."

Notice every infomercial says “order now.” They do this because if the

viewer doesn't take immediate action, he or she probably won't take

any action at all.

Market from the heart. Think about your current customers and

remember you're contacting people with the same worries, problems,

dreams and goals as you might have. Address the problem you hope

the reader has and that you can solve. If you have an accounting firm,

you might lead with "Are you paying too much in taxes?"

Use gimmicks to beef up your headline. Studies show that an ad

headline draws 28% more attention if framed in quotation marks! The

ad appears much more important because it gives the impression that

someone is being quoted. This makes it more riveting, and more likely

to be read.

You'll almost never write the perfect headline the first time out

Headlines can make or break a direct mail piece, so don't settle for

your first attempt. Try writing 30 headlines first time out. Wait a day,

analyze all. Add, delete and modify the ones that best seem to deliver

on consumer benefits. Wait another day and pare down to the best

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ones, then make them stronger. If you can, try to run tests on the best

ones by using different headlines in comparison mailings.

The Opening

The opening is the first sentence or first two sentences following

the salutation. “I am writing to you about…” or “I want you to know

about…” are not openings. The reader, frankly, doesn't care what you

want. He cares about himself. This is a key place to say something

about him or his needs which your product will gratify. (The

documentary film, “The Ad and The Ego,” makes the point that the

purpose of all advertising is “the production of discontent” in the

reader or prospect. Advertising seeks to “develop an inner sense of

Conflict” in people which the product, of course, promises to resolve.

We do much the same in direct mail, but we address ourselves to one

person, not multitudes. Your opening should, therefore, seek out the

reader's “hot button” or major problem and begin immediately to

show how your product or service can solve it.

Most letters are won or lost in the first sentence. The surest way to lose

is to begin talking about yourself and your organization.

The phrase I use to keep my head straight on this is, “Talk about my

lawn, not your grass seed!” Another famous ditty that speaks to this

situation is:

Tell me quick and tell me true, Or else, my friend to hell with you.

Not how this product came to be, But what the damn thing does for me.

Offer Preview

After the opening, I like to make a brief reference to the offer. “...and

you can discover it, (prove it and enjoy it) FREE, without obligation

with the certificate enclosed.” Now the reader knows I'm not going to

be asking him/ her for money. Maybe. So he/she can relax. And my

early reference to the response device begins to set up the response

behavior. It's also helpful to “merchandise” the offer by referring to it

at several points throughout the letter. “When you send for your free

demo (free trial issue, 30 day no-risk trial, etc.) and get it up and

running, you'll quickly see…”

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Sell Copy

From the offer preview, get right into the benefits your reader will

realize when he/she tests, previews, examines your product. Stay in

second person throughout your letter. You're talking to her (one

person, not a market) about her, not you, and you're talking about

yourself and your product only in terms of what it will do for her.

Avoid the first person pronoun (I, we) except when to do so create

an awkward phrase. Remember you're selling the offer, not the

product. It's much easier to sell a 30-day trial or a free examination

than it is to sell the product itself. You'll discuss payment terms later.

Try to lead off sentences and phrases with benefits. “You'll make

first hand contact with hundreds of the most active, most involved

sales prospects in the industry in just two short days…” “As one of

America's elite “Million- Plus” pharmacies, you are in a unique position

to increase sales, slash operating costs and grow your business rapidly

with xyz…”

Use Subheads to Introduce New Thoughts

You want to avoid eye-glazing, mind-numbing, wall-to-wall copy, so

use subheads to introduce new thoughts and to move from one part of

the letter to the next.

• Write in short sentences.

• Write in short paragraphs.

• Present a list of benefits or features in list form, preceded by a bul-

let instead of in a linear paragraph.

• Use words of one syllable as much as possible.

Don't assume that the person you're writing to is as literate as you

are. Even if he is, he's distracted, and he's trying to extract the key

information he needs, often by just scanning your letter. Which is

another good reason to use subheads...bulleted listings...and...ellipses.

Be ruthless in editing out unnecessary words and phrases and “write

like you talk,” assuming you can talk like a successful salesman. In

direct mail, Clarity is more important than literary merit and the ability

to sell is more important than the ability to write. When you've fully

described the many ways your product will benefit the reader, show

him/her how he can acquire this fabulous program/product/service.

Or, rather, how he/she can realize these benefits right now.

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Spell out your offer in detail. What the reader gets. If you're offering a

premium, this the place to sell that a bit, too. You may also feature it in

the brochure if you have one, or in a separate premium flyer.

If at all possible, and if appropriate otherwise, date your offer. An

expiration date helps to keep your package from going up between

the lamp and the tape dispenser for further consideration. Again,

agreement doesn't do it. Only acting on that agreement right now

results in sales.

The Guarantee

No one wants to make a mistake, especially, not an expensive mistake.

Relieve that fear with your guarantee. Mitigating risk is an essential

function of successful direct mail. By law you must refund legitimate

requests up to 30 days anyway, so why not make it a virtue? Don't

worry that your guarantee might somehow shed doubt on your

product. The guarantee speaks not to your product, but to you as an

honest and fair businessperson they can trust.

But don’t hawk it as a “Money Back Guarantee.” Or “Full Refund If

Not Satisfied”. That's negative. A Free (or Risk-Free or No-Risk) 30-day

Trial is the same thing, expressed in positive terms. “Examine it,

try it, use it for a full 30 days without risk.” That's an invitation,

not a warning.

Note that under FTC rules governing the use of the word “free,” an

offer is not “free” if the prospect must pay something to receive it. Then

it may be called “risk-free” if you guarantee a refund. Even better, you

can extend the guarantee to 60 or even 90 days. Longer trial periods

allow prospects to become acclimated to the product. They also get

inertia working for you, instead of against you. People forget.

The Call to Action

Even after all that, you can't assume the reader will do what you want

him/her to do, right now. But that's what he/she must do. So spell it

out. Does he detach and complete a reply card, call a toll free number,

complete a questionnaire, check a box? Punch out a token? What? Is

there a postpaid or self-addressed reply envelope to use?

Ask him/her to do all that right now because that expiration date will

be here before he/she knows it. Because he really wants to try this, but

if he lets it go till “later,” he'll forget.

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The P.S.

Punctuate the call to action with the signature, and then add a P.S.

After the headline and first sentence, the P.S. commands the highest

readership in the letter. Use that important space to repeat a key

benefit, or add a twist or another idea to something you've already

said. Also repeat your call to action here, in slightly different words.

The mnemonic for the basic function of all direct marketing, but

especially for letters, is AIDA. Get Attention. Arouse Interest.

Stimulate Desire. Prompt Action. And it ain't over until the fat lady

mails the order form.

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Personalization

Direct Mail Personalization works by using data elements in such

a way that the prospect, customer, subscriber or donor feels recognized.

From the simple “Dear Mrs. Williams” in the salutation line of a new

customer solicitation, to an association renewal reminder of prior par-

ticipation levels, these touches can boost response by double digits.

Seven in ten consumers want you to personalize the direct mail you

send them. Are you giving them what they want? According to Cap

Ventures’ study of personalization, more than 69% of consumers prefer

highly personalized direct mail offers over non-personalized offers.

Smart direct mail marketers personalize their mailings because

personalization works. Personalization boosts response rates,

sometimes by double digits. And it boosts orders.

Personalization works because it tells your clients that you know them

and recognize their uniqueness. If I have to sales letters on my desk,

one addressed to “Dear Homeowner” and the other addressed to

“Dear Alan,” I know which letter will receive more of my attention.

Today's databases and laser printing provide many opportunities

to use personalization in for-profit and nonprofit mail campaigns.

Here are some ways to boost your response rates and orders with

personalization:

• At the very least, personalize the salutation on letters

• Personalize the salutation on postcards and self-mailers

• Refer to the customer’s last purchase, and name the product

• Refer to the customer’s last purchase, and name the date of

purchase

• Mention the date that the customer’s subscription expires

• Mention the product, service or problem that your reader

mentioned in a previous transaction

• Handwrite your lift notes

• Give readers the name and phone number of their area

sales representative

Needless to say, personalization's new frontier is the online campaign.

But note that the basic common sense needed in print personalization

must be enhanced with careful attention to virtual marketing's cultural

and legislative environment.

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Strategies & Tactics

Frequency

One direct mail strategy is so simple, so obvious, and so

important, that it can be summed up in a single word: Frequency. In

other words, mail often. If you mail 25,000 solicitations of one kind or

another, and, after the dust settles, you see a profit; you can actually sit

back and say, “This was a profitable business activity.” So, if it was

profitable once, why not do it again? And why not do it often?

After all, if you are covering the cost of merchandise, the cost of the

direct mail promotion and any other costs associated with that promo-

tional effort — and have a profit left over to show for it — that seems to

be the perfect reason to mail more often. Sometimes, though, businesses

do not mail as often as they would like or think they should because

they feel like it is too time consuming.

Vary your offer

The second most influential factor in determining the success of a direct

mail campaign is the offer – what you will give people for responding

and how you present it. Mailers should make sure that they understand

what the recipients want. Keep in mind that the offer must match

with the list.

Some general tips to improve your offer are:

• Be as specific as possible.

• Offer something unique and valuable to your market.

• Make the offer as risk-free as possible, incorporating a “limited

time trial” or “money back guarantee” if necessary.

Be clear about when recipients must respond by; avoid pressuring

prospects with too short of a response time, but don’t leave it open-

ended. Generally, four to six weeks to respond works well.

Know the difference between the features of your product or service

and the benefits. It is not sufficient to discuss features alone; you must

tell recipients why they need to respond. When in doubt about the

distinction, remember that features are inherent to the product, while

benefits attach the feature to a customer need.

Tie your offer to your main benefit. For example, “Act now and save

thousands of dollars on online direct mailing costs.”

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Some offer elements worth testing, include price points, quantity of

volume discounts, the way you state your offer (e.g. “save 50 percent”

versus “purchase for half price”), and the method of response.

Experiment with your mail package

When considering your mail package, begin with the outside, or you

could miss out on a valuable selling opportunity. A consumer’s

interaction with the typical direct mail piece is like their interaction

with a door-to door salesman. The key is to “make your pitch before

the door is slammed in your face.” The average person spends three to

five seconds deciding whether to open your direct mail piece, so start

selling immediately. Testing outside teaser copy versus blind envelopes

can help you determine what’s best for your audience.

When testing different mail packages, try to vary the package type

(e.g. postcard, letter, self- mailer, etc.) In addition test the use of stamps

versus indicia. Even the use of stamps with different designs could

produce a noticeable lift in response.

The inside of the mail package should be test also. The following

suggestions apply the body of direct mail letters and solicitations:

• Use a strong lead. Recipients will likely scan the letter before

deciding whether to read it, so seize this important opportunity

to make an impression

• State your offer at the beginning and the end of your letter.

Reinforce what you’re asking the recipient to do and why they

should do it.

• Keep the letter short and simple. A maximum of two pages

should be used and avoid busy graphics.

• Highlight the solutions you can offer. Appeal to the recipient’s

problems and daily challenges and offer a way to ease their stress.

• Use solid facts. Back up your claims with proof in the form of

guarantees and testimonials.

• Make it easy to respond. Close with a call to action and include a

vehicle to do so (e.g. coupon, response card, 1-800 number, etc.).

• Test different letter styles, graphic elements, and techniques.

Experiment with different elements of your letter including

use of signatures, personalization, bullets, aggressive versus

nonaggressive tone, etc., to determine what combination of factors

will pull the best.

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Seasonality, timing and frequency

When are your customers doing budgets? Will the mailing hit at the

end of a quarter, when they have little money to spend? Is it best to

market your product or service before or after the holidays? If you’re

marketing to trade show attendees, how far out from the event do you

market? Is it best to send e-mail before or after the direct mail piece to

alert recipients of its arrival?

The effects of such factors generally vary by market, and are worth

testing to determine the best approach for your product or service as

they could have a significant effect on the response rate.

General rules for testing

There are several basic rules of testing to ensure success:

1. Have a good reason for the test.

2. Test one variable at a time.

3. Test against a control.

4. Make sure the test batch and the control mail at the same time.

5. Test sufficient quantities to get an accurate response.

6. Use a Professional Mailing Company.

Direct mail requires professional support. Direct mail looks easy

enough. You print mailing indicia in the upper right-hand corner,

get some rubber bands, trays and tags, and have at it. But should

direct mail really be a do-it-yourself activity?

The answer is an absolute and emphatic, “No!” Preparing mail

properly has always been tough, but now it is tougher than ever

thanks to the postal reclassification.

Without the professional services of a direct mail company, you run

the risk of losing valuable time and considerable money by trying to

tackle the job yourself. Today, efficient, accurate and deliverable direct

mail requires up-to-the-minute knowledge of mailing costs, mailing

list hygiene, proper formats, automation discounts, carrier routes, bar

codes, and much more.

Think about this: You can justify spending a little more to print on a

better paper in order to make your mailing look better or use a colorful

envelope so that it will not be missed. But the quality of postal delivery

does not get better or faster just because you inadvertently pay more

for postage, or because you are not familiar with the ins and- outs of the

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postal system. Since postage costs can account for half of your entire

direct mail budget—and sometimes more—why would you ever want

to spend more than you have to?

Direct mail is a science that professional direct mail companies work

with every day. That makes them experts. Just as they do not profess to

be experts regarding the technology or body of knowledge that you

work with in your business, you should not assume that you could do

what they do with equal expertise. They do the most good for those

clients who put their trust in them, who turn to them as direct mail

experts, and who allow them to show them the big picture.

4 Strategies That Reduce Buyer Risk

The winners in the competitive selling arena of the Information Age

are those who are the low risk providers, not the low price providers.

These four simple solutions will help you reduce your customer’s

perception of risk.

1. Build solid, deep relationships with the key decision makers.

Relationships mitigate risk. The greater the relationship, the

lower the perceived risk. That why the salesman with the longer

relationship almost always has the benefit of the doubt in a

competitive situation. It’s not the price, it’s the risk.

2. Make ample use of third party recommendations, customer lists,

case studies and testimonials. All of these say to the customer that

someone else, or lots of someone else’s, have used the product or

service. That means it’s less risky for your customer to buy it.

3. Try to get your customer as physically involved with the product

as possible. For example, if you’re selling a piece of equipment,

try to get the customer to trial the equipment, or at least visit

somewhere it’s being used. The more your customer can see and

feel the actual thing, the less risk it is to them.

4. Finally, work with our company to create offers that reduce the

risk. Trial periods, money-back guarantees, delayed billing,

warranties, service desk… all of these reduce your customer’s

perception of risk.

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12 Ways to Inspire Confidence without Testimonials

Testimonials are a great way to support and prove the claims in your

advertising. They also engage the “bandwagon” effect: the more people

doing it, the more acceptable it is. But there’s nothing magical about

testimonials. The key is to show “other people doing it.” So while you

should certainly build a collection of powerful and enthusiastic

testimonials, there are endless proofs you can use to create confidence.

Here are some of the most effective:

1. Use indirect testimonials. For example, list businesses using your

products or services. Or you can list the states or countries in

which you do business, the industries you serve, the percentage of

Fortune 500 companies you work with, the types of professionals

who trust you, and so on.

2. Show pictures of people using your product or service. This is

usually better than a “still life” of your gadget sitting idle in a

photo studio. An action picture can simultaneously show the

product, show the kind of people who use it, and show benefits.

Seeing is believing.

3. Relay case histories of your best customers. Studies show that

tangible case histories can be more effective than impressive statis-

tics. Show how someone solved a problem or derived a big benefit.

Before and after descriptions are particularly effective.

4. Mention how long your company has been around. This is a subtle

indication of popularity. What is impressive here is relative to

your business. If you’re a software company, being in business ten

years makes you an old-timer. If you’re a bank, ten years makes

you an infant.

5. Tout the number of products sold. McDonald’s built an empire by

displaying on their signs a running count of the number of burgers

served. It’s in the untold billions now.

6. Display the number of customers you serve. It always helps to keep

good records. Dig through your sales reports and see what figures

you can come up with. You might have to estimate, but make it

reasonable and believable. And be sure you have data to support

your claim.

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7. Warn customers about limited product due to demand. This

shows popularity plus scarcity, another powerful human

motivator. However, be careful. If you cry wolf too often, people

will eventually stop believing you.

8. Announce the speed of your sales due to demand. This combines

popularity with urgency. If you’re the fastest selling, say it. If

you’re not, maybe you’re the most consistent.

9. Say how long your product or service has been a bestseller. This

indicates popularity, quality, and consistency. This can often be

more effective than just saying how long you’ve been around.

10. Cite information on your market leadership. Everyone prefers to

deal with a company that’s profitable, respected, and well-known.

11. Reveal the seasonal demand of your product or service. Not only

does this show public acceptance, it also overcomes inertia and

can encourage early orders. A good example is the rush to buy the

latest fad toy during the holidays.

12. Show important or well-known people using your product or

service. This invokes the “halo” effect by connecting the good

feeling people have for the celebrity to your wares. Just make sure

you have the required permissions.

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Five Simple Steps for Generating Sales Leads

A good lead generation program can lower your sales costs and raise

your revenue. Here are five simple, basic steps from Dean Rieck of

Direct Creative that should help you get those quality leads pouring in.

The basics of making lead generation work for your company.

1. Offer something free. This is the key to any successful lead

generation program. Whether you use direct mail, print ads, radio,

television, or other media, you must offer something free to get

prospects to raise their hands and say, “I’m interested in this.

”You can offer just about anything: free booklet, free gift, free

survey, free sample, free catalog, free inspection, free consultation,

or anything else that’s related to your product or service.

2. Help your prospect solve a problem. Forget positioning pieces and

other pomp and circumstance. Give your offer value. For someone

having tax problems, offering a “free tax reduction kit” is more

appealing and relevant than “a free brochure about the XYZ

Accounting Firm.” Try to solve particular problems.

3. Stay focused on getting the lead. Don’t get carried away with the

creative aspects of designing a mail piece or ad. Keep your message

as simple and lean as possible. The idea is to pique your prospect’s

interest in the free thing you’re offering and get a request for it.

Don’t talk about your company, then tack on an offer. Focus the

whole message on the freebie.

4. Gather the information you need to make a sale. The only

reason for offering something free is to get a name, address, phone

number, and other information to build your database. So make

sure your reply device asks for the necessary data. Be careful if

you ask for an e-mail response, though, because the prospect may

not give you everything you need. And if you want to direct a

prospect to your Web site, create a special URL that will ask for

contact information first, otherwise your prospect will wander

around your site and leave without providing the data you want.

5. Follow up fast. Hot leads cool off quickly. When you get an

inquiry, send the freebie immediately. Then get the lead into the

hands of your sales force pronto.

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18 Essential Elements That Can Make or Break Your

Direct Mail Campaign

1. A terrific product or service is absolutely essential. Otherwise,

people won't return to buy from you again. An important direct

marketing concept: the back end is more important than the front

end. In other words, getting your customers to buy from you again

is most important and you won't get them back unless you have a

terrific product or service. If your product or service can stand on

its own without a lot of hype, you will get repeat customers.

2. The lists you choose can make or break your mailing. How can

you possibly create a successful mailing without knowing who

you are mailing to?!? You must know their thoughts, dreams,

and goals. Know their demographics (how they are) and psycho-

graphics (how they would like to be). And when you write copy to

them, write to them expressing the way they would like to be, not

how they really are. Most people want more out of life than work

and their paycheck. Promise them more in your direct mail piece.

In addition, choose lists that can grow with you. Select vital lists

that can return repeaters to you and you will do so much better in

your marketing.

3. The offer you use can dramatically increase your results. Too many

of us use the same offer over and over again. Good offers to good

lists are two key elements to the success of a mailing package. Test

your new offer even with the lists you've been using all along and

your results should go up.

4. In creative work, copywriting skills are vital. Art attracts but

COPY SELLS. Concentrate on the correct copy for the appropriate

audience. Proselytize them with the appropriate offer and then

you've got a good, strong package. Your wording must appeal to

the reader by informing, persuading, cajoling, convincing and

motivating the reader. There are only three types of people to

whom you mail. They are: Those who will buy from you. Those

who won't buy from you. Those who might, but they need a little

push in your direction. If you get argumentative in your copy,

you turn off all those who will buy from you. Concentrate on the

in between group with your copy. Inform, persuade, motivate

and inspire them.

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5. Good design should lead the eye. It should not dominate the dis-

play. The design does not sell — even if you're selling Caribbean

vacations. Art attracts, explains and enhances, and good art will let

the copy make the sale. Write the copy first. Design once you know

how long the copy is, when you know the key copy points, and

once you know to whom it is going. Design follows copy, and then

design gets the reader hooked and leads the reader to respond by

using the response form. In all instances, do not have your art

display dominate your mailing package. You want the reader to

understand everything the first time it is read. If the reader has to

read it twice you lost him!

6. Format selection influences the reader's attention. A self-mailer

(one not mailed in an envelope) allows for fast decisions. Your

prospect may feel a self mailer is a bulletin, an announcement or an

annoyance: “Let me glance at this and throw it away.” The reader

doesn't pick it up with the idea of reading every word but rather

"“do I want to get rid of this?” The reader has 17+ pieces of direct

mail on his desk each day and he needs to get rid of them. So…

Produce your self-mailer with a powerful headline and design it

in a way that traps the reader. Then, the reader thinks: “Oh, I can

make a fast decision.” A mailer in an envelope is more complicated.

The reader may think: “there's a lot of stuff in that envelope and I

don't know if I have time for it.” So it may be set aside. Then it gets

piled on and the mailing package may never be seen. An envelope

mailer is okay, but not when it says to someone, “It's going to take

two hours to read this thing!” That's how you lose readers.

7. Proper timing is essential. You need to reach prospects at a time

that is convenient for them. Mail to people when they've got the

time to read your message and not during their busy season.

8. Budget restrictions can severely hamper results. Saving a

few pennies per thousand may mean you create the wrong

impression on your audience. What you want to do is test with the

most powerful presentation possible. If the test is successful, then

the second time you mail, modify the expense on the new package

(B) and test against the more expensive one (A). This will help you

see if B, at the reduced cost, pulls as well as A, at the higher cost.

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9. You must take advantage of A/B split testing. Never, ever mass

mail without doing some split testing. The point is to get

information back that you can use in the next mailing.

10. Segmented marketing can achieve very high responses for you.

Select a segment of names from a database and mail them a given

proposition. When you are selling the same product to different

groups (clusters) it is important to use a different approach, touting

different benefits. Remember to treat each cluster individually.

11. Tailor your mail to an individual prospect. Tailored mail PULLS

BEST because it talks to the reader as an individual. When tailoring

mail, you must change more than a couple of headlines. The first

few paragraphs of the letter could be different to suit a specific

reader's interest.

In addition, tailoring means the order form will be composed with

different benefits on it. The outgoing envelope or headline portion

of a self-mailer will also speak right to the reader's interests. When

you tailor your mail to the specific interests of the reader, you will

pull far better.

12. Personalization pays. This includes personalized reply cards and

letters which will ALWAYS outpull non-personalized mailings.

But, you have to be sure to use personalization in a natural way.

Don't personalize so that every paragraph has a personal message.

It's a turn off and makes people think you're scamming them.

If you are personalizing, you must take very special care to talk

with your computer programmers and inform them that you are

personalizing the mail. Otherwise, mistakes are made.

13. Options put your prospects in a power position. If you don’t offer

the reader options, you don't pull as well as if you do

offer options. Once you get the reader to pick up a pen to choose an

option, you've got him. The more options you put in, the more you

pre-qualify the recipient.

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14. Urgency lifts your total response. If the reader sets aside your mail

piece for later, it will not be read again. Give a deadline to force the

reader to read it and make the deadline as specific as possible. For

contests, sweepstakes, lotteries, or prize drawings in which the

prospect must qualify, use the time of day, along with the day and

date. The more specific the deadline, the better the pull.

15. Risk relievers, such as guarantees or warranties, build confidence.

Your prospects are tired of a rip-off society. Guarantees and

warranties need to be highly specific and point out why it is

appropriate for the reader to deal with you.

Double guarantees o pull single guarantees. So, try this Gnamism:

If one works, try two. If two work, try more. It may increase your

response dramatically.

16. Use reinforcements, such as testimonials and case histories, which

state your product or service is really the best. If someone else says

you're great, that's better than you saying you're great.

17. Benefits are better than features and are more important than fea-

tures. People buy benefits. They don’t buy features. They use the

features to rationalize the benefits. And there must be more than

one benefit. A smart marketer sets his/her product apart from all

others by promoting benefits.

18. The response command. Telling someone to do something works

better than assuming the prospect knows what to do. For example,

the outside of an envelope should say “Open Now” or “Look

Inside.” Once inside, tell them to fill out the order form and fax

it back. Here’s where you need to push a little.

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73 Rules for Writing Great Sales Letters

1. Create an offer that's so good, no intelligent person can pass it up.

2. Give away something free.

3. Write about your reader’s interests, not your interests.

4. Make your letter read, look and feel like a personal communication

from one person to another; not like a mass-produced piece of junk

mail that’s going to a million people.

5. Persuade your reader with facts and reasons, not fantastic claims

and empty hype.

6. Have an attention-getting compelling message that sets you apart

from your competitors.

7. Figure out you Unique Selling Proposition (U.S.P.) What makes

you different?

8. Know exactly what your readers are looking for before you write.

9. Sell one and only one thing.

10. Raise the level of your proof. (Provide credible third-party

testimony to the truth of your claims. Free trial period and free

samples are other forms of proof).

11. Craft a great first sentence that creates intrigue. (A question, a

proposition, or sometimes a damaging admission is a good tactic).

12. Figure out all the benefits of what your offering, and then promise

your most important benefit first.

13. Describe your most important benefit in detail.

14. Include all benefits you can think of somewhere in your package.

15. Include a hidden benefit. (A hidden benefit of Aspirin is that it

thins the blood and helps prevent heart attacks). A hidden benefit is

like hidden treasure; it’s more exciting than the obvious benefit.

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16. Explain to your prospects and customers exactly what they will

get for their money. (A list and a photo of everything they will be

getting is important).

17. Tell readers what bad things will happen if they fail to act now.

18. Ask your reader to give you a “yes” or “no” answer. “Maybe later”

is the same as “no.” Never allow a “maybe later” answer.

19. Rephrase the most important benefits in the close and other

prominent parts of your package.

20. Include a stunning, eye-catching guarantee. I’ll sometimes promise

buyers a full refund plus some extra money for their trouble if they

are not satisfied.

21. Offer and produce instant gratification. (In the age of the internet,

people won’t tolerate 4-6 weeks for delivery like in the old days.

People want it now).

22. Write intriguing, captivating headlines and sub-headlines that

emphasize a benefit.

23. Write as people actually speak in everyday life.

24. Write in a warm, friendly, easy-to-understand style.

25. Write a package, not just a letter. (A direct mail package is a like

a “show and tell” presentation and should usually include

supporting exhibits).

26. Generate emotion with riveting facts and details.

27. Get to the point immediately.

28. Answer all possible objections and questions your reader might

have. (Part of this job can be done with a FAQ enclosure).

29. Make it super easy to buy. (Don’t make your buyer do lots of

paper work and filling out of forms. Your accounting department

will resist).

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30. Make your order forms look like order forms. (People who decide

to buy want to know instantly how to order. This is part of making

it easy to buy).

31. Make it clear to whom your reader must write a check. (This

should be in bold, not the fine print. This is also part of making

it easy to buy).

32. Keep your entire package super simple, clear and focused.

If your reader can’t figure out what you’re selling in three

seconds or less, your offer is doomed.

33. Sell one and only one thing. Too many choices can be confusing.

34. Engage the reader in a conversation with thought-provoking

questions (that are precisely on point with what your are selling).

35. Propositions are another great way to engage your reader’s mind.

(People know that nothing is free in life. “If you do X, I’ll do Y”

is a believable offer. People like propositions.

36. Admit your mistakes and shortcomings. This is a great attention

getting device that not only builds credibility with your reader,

but can also distinguish you from your competitors (who will

never admit their shortcomings). For example: “We’re not big

and established and our offices are modest. We’re a brand new firm,

so we’ll work harder for you. And you’ll be dealing with the

President of this firm, not a 22 year-old customer service rep.”

37. Short words, short sentences, short paragraphs. Instead of using

the word “allow,” choose “let.” Avoid complex sentence structures.

Simple, declarative sentences are best. And no paragraphs longer

than five lines.

38. The longer you hold your reader’s attention, the better your chance

of getting the sale. In other words, make it easier for your reader to

keep reading than to skip what you have to say. You do this with

fascinating details.

39. Longer letters usually work better than short letters.

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40. Your letter should be “scan able” easy to read, easy on the eye.

(Bullets, underlining of short phrases, headlines and sub-heads,

handwritten notes and other graphic devices help break up copy

and catch the eye).

41. Never use humor in your sales letters. (The decision to buy is

a serious one).

42. Never use cartoons. Use drawings rarely (almost never).

Photos are fine, if they are on point.

43. Make your reply envelope stand out. (Spending time on the

reply envelope can boost response 20 percent).

44. The purpose of graphic art is to enhance communication,

not appearance. Simple, plain layouts are more effective than

fancy, pretty layouts.

45. Learn the 17 top reasons people buy: fear, greed, love, self

improvement, desire to win, desire to be recognized, comfort,

laziness, quest for a great experience, sex, desire for relationships,

anger, desire to make a difference, desire for meaning in life,

desire for power, necessity of life, addiction.

46. Deploy both the “avoid pain” and “find pleasure” motives for

buying. People buy either to avoid pain or find pleasure.

47. Understand that people buy more often to stop something bad

from happening to them than to cause something good to happen.

Instead of saying “Save 20%”, say “Stop wasting 20% of your

money.”

48. Understand what it is that you are really selling. (You don’t buy

fire extinguishers; you buy safety for your family. You don’t buy

a Black and Decker drill, you buy the holes the drill makes. People

don’t care about you or your business; they just want to know if

you’ll fix their problem).

49. The more narrow your focus and the more defined, specialized and

unique your list, the more successful you are likely to be: “Narrow

is the gate to paradise” in direct marketing.

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50. Understand exactly and precisely who you are writing to and what

your reader is looking for.

51. The most persuasive word in selling is the word “BECAUSE” . . .

BECAUSE people require reasons to believe your claims. “My

product is best BECAUSE . . .” is far more persuasive than simply

leaving it as “My product is best.” People need reasons why to

believe your claims.

52. Offer attractive payment options. (i.e. Pay over time; pay later)

53. Use a deadline to increase urgency.

54. Use a cheap lead generation letter for high-priced products

and services. Then send those who answer your more costly

hard-hitting, high-impact, extensively personalized package

designed to close the sale.

55. Design your envelope to get noticed and get opened.

56. Use unusual packaging. (I’ve mailed direct mail packages in

black plastic bags, tubes, clear envelopes, bubble packs, boxes

and even pieces of cardboard stapled together).

57. Use teaser copy to tease, not tell. (Create mystery and intrigue)

58. Plain envelopes usually work better than envelopes with teaser

headlines.

59. Try making your envelope look like it’s coming from the

government.

60. Use a low-key, professional envelope for business prospects.

61. Use your sales letter to sell and your enclosures to “show and tell.”

62. Make your letter look like a letter.

63. Grab attention in your letter with a short first sentence.

64. Call for action early and often in your letter text.

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65. Have a high-authority person sign your letter.

66. Personalize your letter (if your return on investment calculations

allows it).

67. Use a P.S. to summarize the offer, reinforce a benefit, and

emphasize the response deadline and to add an extra detail.

68. Tables, charts, diagrams, photos, and other visuals help support

prove your claims.

69. Know what your reader will read first: Carrier, headlines, the

first sentence, the P.S., the order form, and the signature (who

is the letter from?). Only if these create interest, will your reader

start reading the body of your letter.

70. Understand that all successful sales letters must have these

three core elements:

1. A clear promise;

2. Proof your claims are true; and

3. An easy way to order (A Call To Action).

71. A very brief, attention-getting story can help hold your reader’s

attention and create interest. (i.e. “They laughed when I strapped

on a snow board. But their laughs turned to amazement when they

saw me speed down the mountain.”)

72. If you tell a story, it should not be longer than a few lines. The

shorter and more stunning, the better.

73. No story is better than the wrong story.

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What to write on a Simple Postcard that will

Bring in an Avalanche of Customers

Here is one of the coolest tricks I’ve ever discovered. It involves using

postcards to generate an avalanche of customers for you.

Here’s what you need to get started . . . First, you need mailing list of

customers and prospects. How to compile your list is not the subject

here. I deal with that critical subject elsewhere. And I'll be covering this

subject of how to build your list in a lot more detail in the coming

weeks and months. The subject here is what to say on your postcard

mailing that will produce a flood of customers for you. It’s a pretty

amazing little secret. Now let’s say you’re in the real estate business.

All you do is print up your postcards and you write something like:

Dear Friend:

Would you like to learn an amazing secret that will allow you to buy property

for 20% below what everyone else is paying? If so, all you have to do is call

000-000-0000 and you will hear a free recorded message that reveals some

truly amazing bargains.

Sincerely,

John Smith

Now that was pretty easy. Then write out a telephone script. You

practice it a few times. And then you read your script into an

answering machine or a voice mail system. And once you are happy

with it, you save it.

Your script will say something like this:

“Thank you for calling. My name is John Smith and I’d like to show you a

few properties I have available that are being sold by people who are moving

out of the area and so they absolutely must sell right away, no matter what.

One property must be sold by next Wednesday. Another property I have

must be sold by the following Tuesday, July 13th. I have some other fantastic

properties in prime locations in the San Diego area that must be sold by

certain dates as well because the owners are moving out of the region.

If you’d like to learn more, just call me on my cell phone at 000- 000-0000.

I’d be happy to describe these properties to you, and show them to you if this

opportunity interests you

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Or there might be other reasons you have for why you’re able to offer

these properties at rock-bottom prices. But my point here is not to give

you your reasons or to write your phone script for you, but to show

you the formula. You’ll have your own story to tell, your own reasons

and your own deals to offer.

And this message can be pretty long if you have a lot of interesting

things to say. Some of my recorded messages run 10 minutes or more. It

just depends. Sometimes short and sweet is best. Sometimes longer is

good, if what you have to say is super interesting. Better short and

sweet than long and boring. You want to create interest and intrigue so

they call you. Don’t give them all the details.

Give them just enough, so they’ll want to call you and find out more.

But give them enough detail so that they believe you.

And that’s a big part of effective copywriting and marketing. Tell an

interesting story. And the story should be about why you are able to

offer your prospect such a great deal. That's what makes you credible.

So once you’ve recorded your message, you then mail your postcards

and wait for the phone to start ringing. And it will ring if you offer

something along the lines of what I just described. Your prospects will

always be interested in getting a bargain —something at a great price.

The job of your script — and the story you tell on your recorded

message is to persuade your caller, your listener, that:

• You really are offering a great price, a bargain they can’t get

elsewhere;

• You only have a few properties (or whatever you are selling) that

fit this special situation criteria. Once the properties (or items) are

gone, so is the special one-time opportunity.

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Here’s why this simple strategy works so well:

• You are offering free insider information on what you know your

prospect is interested in.

• Your prospect is more likely to call if it’s just a recorded message

than if she thinks she's about to be collared by a high-pressure

salesman. The prospect knows she can just hang up on the recorded

message. So she’s much more likely to call.

• When your prospect calls your recorded message hotline, she sees

that you are a good guy because you actually delivered what you

promised — information on how to buy some great properties at rock

bottom prices. And your friendly, casual voice further reassures your

caller and puts her at ease.

• You really have shown your prospect that you have a great

opportunity for her — but one she’ll miss if she does not act now.

And, by the way, the tone of your recorded message is key. Just tell the

story and state the facts. You should not yell or scream into the phone

or the recorder. You should not sound like a street corner huckster. Just

the story. Just the facts. Just the opportunity you are offering. Very mat-

ter of fact. Very calm, reassuring and friendly.

I picked real estate as my example. But this formula works for any

business. If you are a plastic surgeon, here’s some sample copy you

might try for your postcard:

Dear Friend,

I’m using a new procedure that can make you look 15 years younger for a lot

less than you probably think. Plastic surgery used to cost a small fortune.

But now almost anyone can afford it. And it’s very safe. And there's hardly

any recovery time.

If you would like to learn more about this revolutionary new xxx procedure

just call 000-000-0000 and listen to the free recorded message for all the facts

and details. You can call the recorded message anytime, 24/7.

Sincerely,

Dr. John Smith, MD

See the pattern? And notice that I used the old-fashioned courier

typewriter font for my postcard. It’s more personal looking, more

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friendly, looks more like a letter, and is more attention-getting. My

tests show that courier still works better than Times Roman or the

other desktop publishing fonts.

Here are a few more examples (just the first lines) to get you

thinking in the right direction:

• “Would you like to learn how to play the piano in a week?”

• “It takes the schools two years to teach algebra. Would you like it if

your child could learn the same material in just two months?”

•

“I have a way to get you very high-quality diamonds for less than

a jeweler would pay for them?”

Think of your postcard as a teaser, as very much like a headline. If you

have knack for writing great, attention-getting, intriguing headlines,

you can write great postcards that will generate lots of calls. It's all

about emphasizing the big benefit to your reader. What's the big payoff

for calling your recorded message hotline?

By the way, you can follow this same formula with your other advertis-

ing, not just postcards. You can run ads like this in the classifieds, in the

Yellow Pages, and in little newspaper ads. And tiny ads like these are

super cheap to buy, unlike full-page display ads. And you can put text

like this on fliers you distribute -- even on your business cards, or on

signs and billboards. And you can use this formula with your email

marketing.

In addition to driving people to your recorded message hotlines,

you can send them to your website. But I love the recorded messages

because they have your reassuring voice.

I’m sure you now get the formula. It’s super easy. You just apply it to

your own situation. You can follow the exact same formula no matter

what you are selling, and no matter what business you are in.

There is actually a great recorded message service that is designed

for exactly this kind of program. It’s the one I use and it’s called

Automatic Response Technologies. And you’ll find it here:

http://www.automaticresponse.com/

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This service not only makes it a whole lot easier than setting up a

recorded message answering system yourself, it will actually give you a

report on exactly who called. Even if the caller hangs up and never calls

you, you’ll know who did that . . . because you’ll get a report with the

names, phone numbers and the addresses of most of the people who

called.

Now some people will block their numbers, so you’ll miss those people.

But most don’t block their numbers. So this is a great way to then

build your list of highly qualified leads — that is, of people who were

interested enough to call. Make sure to add these people to your

newsletter list.

This program fits perfectly into an “Automatic Marketing” system.

It’s a very low-tech, simple way to automate a big part of your selling

— to let machines do the lion’s share of your selling for you, to let

machines handle the initial sales presentations, to let machines do most

of the sorting and sifting of your leads so that you yourself never again

have to make a cold sales call. Which leaves you time to only speak to

those who are ready to buy from you.

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Bringing it all Together—

Connecting Offline with Online

Don’t forget to link your direct mail efforts to your online media

marketing. Building awareness with mail extends the reach of your

website. We don’t think you need to run out and employ every new

marketing tactic out there, but a healthy mix of marketing mediums are

needed to get the most out of your marketing budget.

A few online media marketing tools you can use:

• Mobile Marketing with QR codes

• Text Marketing

• Dynamic Landing pages

• PURLs Marketing

Mobile Marketing with QR Codes

Mobile Marketing is an emerging marketing medium. It allows you to

connect with customers and prospects who are on the go. Whether

you’re at a trade show, an event, in your car or even at home, people

need to be able to connect with you through their mobile devices. Large

percentages of consumers and businesses have “gone mobile” .Believe

it or not, there are 5 billion mobile phones worldwide

So what can Mobile Marketing do for you? Quite honestly, Mobile

Marketing can be used in most every business category and it can drive

tons of traffic to a mobile website, your store, your event and much

much more.

Here’s an example of what it can do. Please scan the mobile barcode

below using your smart phone. If you don’t have a barcode reader, just

go to the app store on your phone and search for “barcode reader” and

download a free app (no need to pay for one, most are free). If you

don’t know how to do this, don’t assume your customers and prospects

are the same as you. However, you don’t need to feel intimidated – just

call Mail Masters and we’ll walk you through it if necessary.

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call Plumb Marketing and we’ll walk you through it if necessary.

The Ultimate Direct Mail Handbook 51 www.MailMasters.net

This will take you to a mobile website that is self explanatory. Fill out

the form on the site for more info and to schedule your free consulta-

tion. After reviewing the mobile site, are you starting to think about

how Mobile Marketing might be able to have a positive impact on your

marketing? Imagine having prospects watching a video at a tradeshow after

they scan your code at your booth. What if customers and prospects

scanned this image from a direct mail piece, email, printed flyer, door

hanger, newsletter, leaflet or even a billboard? You can send prospects

to very targeted landing pages that get them to the next step in your

sales funnel.

Text Marketing

Text Marketing is another component of Mobile Marketing that can

really enhance all of your other marketing activities. It’s also a growing

segment that should be considered by all small businesses.

Here are some eye opening stats:

91% of cell phone users keep their phones with them all day long

97% of text messages sent are read

2.5 billion text messages are sent every day in the US alone

Obviously these stats show that text marketing could have a big impact

on your business simply because so many people are connected to this

medium. But more importantly people are connected to this medium

in a very personal way nearly 24/7. Most small business owners think

this form of marketing is too complicated and possibly too expensive.

With some help, you can implement a text messaging strategy in your

business in less than a week using around one hour of your time.

Here’s how text marketing can work for you.

Text: MSQUARED To: 41242

Dynamic Landing Pages

Now that you’ve spent a lot of thought and effort on your direct mail

project, make sure you send your prospect to a relevant website land-

ing page, otherwise known as Dynamic Landing Page. Your prospects

should not be guided to your home page, instead, guided to a page

that relates to the direct mail piece they just received. According to

Marketing Sherpa

, up to 80% of Web visitors leave a landing page within

eight seconds due to poor relevancy, design or offer. The landing page

should look like the direct mail piece and have the same offer or

message.

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The Ultimate Direct Mail Handbook 52 www.MailMasters.net

Dynamic Landing Pages and pURLs (see next section) offer marketers a

powerful tool for giving their prospects and customers a personalized

and relevant one on one experience.

Here are some tips you can follow to improve user experience and turn

more prospects into leads:

• Everybody likes to see their own name. It may sound cliché, but

it’s true. Welcome the visitor by name.

• Customize the headline. Top performing landing pages need a

headline that pulls. Use personalization to drive different headlines

for all of your list segments. Use headlines that are relevant to the

user based on what you know or learn about them.

• Use personalized images to visually engage the user. Make sure

all images are relevant to the demographic that is receiving your

message.

• Listen and Learn. Don’t forget to listen to your prospects or

customers. Personalization can be driven based on what you’ve

learned. Ask the visitor questions to find out more about their

feelings and interests. With pURL technology, you can then lever-

age this data to drive further personalization on subsequent pages.

PURL Marketing

PURL stands for personalized URL and it is a system of marketing

that utilizes the internet in conjunction with a direct mailing or email

message. Send prospects direct mail offers that feature personalized

URLs. PURL marketing allows you to send out highly personalized

messages to your customers to advertise an upcoming sale, promote a

new product, or even gather customer information with a survey. This

level of personalization can convert more direct mail recipients into

prospects and lifetime customers.

People notice their name if it is placed in the web address. Here is an

example of what a pURL can look like:

Janesmith.yourdomain.com

The pURL message is extremely customizable. You can create a

personalized website for each of your customers or prospects; the

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The Ultimate Direct Mail Handbook 53 www.MailMasters.net

website can include your customers’ names to present a very

personalized message.

Because your pURL marketing message is customized through a

database, it’s not necessary to actually create the individual web pages

for each customer one by one. All you have to do is supply the

information, typically in the form of a spreadsheet or other type of

mailing list. The information is converted, the page templates are

created, and the pURL websites are generated, using as much or as

little detail as you wish to include.

PURL Results

Studies show that pURL campaigns achieve higher response rates

than traditional marketing. Customers and prospects are far more

likely to pay attention to a pURL message that is directly addressed to

them. Customizing the message to meet all of their preferences will

definitely get their attention and are more likely to make a purchase or

fill out information.

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The Ultimate Direct Mail Handbook 54 www.MailMasters.net

Ways to Integrate Your Direct Mail and Online Media Marketing

By now you hopefully have been experimenting with online media

marketing such as, websites, Twitter, blogs and Facebook. No single

media venue should be relied on to reach consumers.

Remember, content is KING with social media. Make sure your

information is helpful, newsworthy and engaging. Here are a few ideas

to help you integrate your direct mail marketing efforts with online

media marketing.

• Send your prospects mail offerings. Web-savvy customers enjoy

relevant mail offerings. Drive current customers from the computer

to the mailbox by letting them provide their mailing addresses

in exchange for special offers – coupons, product samples, etc. —

made exclusively through the mail.

• Make a direct-mail piece a membership card to your best

customers Mail recipients a unique code they can use to

gain access to a members-only area with exclusive offers and

information.

• Tell-A-Friend promotion. Every page on your website should have

an option for visitors to share it with a friend. Expand that with the

option to key in a mailing address. Members of your community

can nominate friends to receive a membership card by mail or kick

off a members-only coupon.

• Post a “Top Ten Tips” list. Have the list on your website and

promote some of the items on a direct mail peice. Drive recipients

online to see the tips they missed. You can do the same with advice

or case studies submitted by your customers.

• Make an announcement. Make an announcement for an upcoming

deal and to watch for details in the mail. Use social sites like

Facebook and Twitter to drum up anticipation for your upcoming

direct mail campaigns. Make sure there is a NEED to read that mail

piece, it must be a very intriguing offer. You may even want to

make a YouTube video to announce your offer.

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The Ultimate Direct Mail Handbook 55 www.MailMasters.net

Services and Products offered by Mail Masters:

• Marketing Plan Development

• Product Fulfillment—we ship products ordered online

• Literature Fulfillment—pick and pack or on demand printing

• On Demand Printing

• Online Storefronts for Printed Material & Promotional Items

• Promotional Items—over 300,000 available

• Printing

• Mailing

• 3 Dimensional Mail

• Plastic membership Card Printing

• Personalized URL’s

• Data Processing

• List Acquisition

• Email Marketing

• Pay Per Click Management

• SEO & Web Development

• Mobile Marketing & Text Messaging

Mail Masters has been successfully providing marketing, mailing,

printing, and fulfillment services for almost 20 years. Offering these

turnkey solutions enables you to meet all of your direct marketing and

fulfillment needs at one location. Our experienced team can consult

with you from the early design stages to ensure your campaign is

getting off on the right foot. We’re here to help you get a Return

On Investment for all of your marketing dollars.

Please contact us if you would like to know more about the professional

services offered by Mail Masters.

Call Lynndell Epp at 303-607-9424

Email at Lynndell@mailmasters.net

www.mailmasters.net

www.mailmastersprintcenter.com

www.plumbmarketing.com

Email Lynndell at: [email protected]

www.plumbmarketing.com

Services and Products offered by Plumb Marketing

Plumb Marketing

Plumb Marketing has been successfully providing marketing, mailing,

The Ultimate Direct Mail Handbook 56 www.MailMasters.net

2675 W. 3rd Ave Denver, CO 80219

303-607-9424

Visit us online at www.mailmasters.net or at

www.mailmastersprintcenter.com

www.plumbmarketing.com

ABOUT THE AUTHOR

Lynndell Epp is President of

Plumb Marketing, a full service

direct mail service provider

in Denver, Colorado.

His Company helps

businesses, professional

practices and non-prot

organizations plan and

implement their direct mail

marketing agendas.

Plumb Marketing offers many

free resources at its Web site,