Use These Tips for Better Direct Marketing Letters

Direct mail remains a staple of any marketing plan. Letters work because they are a personal "me to you" medium. Use the following tips to help you write clear, targeted direct response letters.

Attract the attention of your audience

• Address your audience in the headline
• Call them by name: gardeners, homemakers, business owners

Promise a benefit

• Answer the question: What's in it for me?
• Will your product/service make work easier, or make a person more attractive? How?

Add more detail and repeat the promise

• Include testimonials (they reassure readers that others are pleased with your product/service)
• Tell them what they will lose by not acting NOW
• Repeat the promise

Ask for action

• Cut-off dates add urgency

Use a postscript to repeat the offer or promise a gift for prompt action

P.S. Do remember to use teaser copy on the envelope.

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