Why? Because they are easy to read - easy to understand. Your message will be quickly absorbed.

The 500 most common words in English have 13,000 meanings. No wonder we have trouble with basic communication. One answer is to go short. It pays with results.

7 Keep ALL paragraphs to a maximum of 7 lines. Never more than 7...and sometimes just 1 or 2. i.e., short paragraphs.

Again, why? Because a large block of copy looks tough, even if it is not. The tactic of short makes your message look more inviting.

1 A postscript (P.S.) is mandatory in every direct mail letter. Because 4 of 5 of your readers will read P.S. first...before they read anything else in your letter.

5 Indent every paragraph 5 spaces.

This 'Number' is really physiology - not marketing. Our eyes pull us 'in' when we see indents. They pull us to a point - and while we're there, we read. It works. Indent all paragraphs.

On other side of paragraph - right side - use ragged right design. Do not justify margins! Do not proportionally space your sentences. Ragged right increases readership.

1/2 Whenever you go to a second page in a letter - split last sentence in half.

Begin it at bottom of first page...end it at top of next page. Why? To pull-l-l-l reader with you. 'Make' them turn page. Keep them reading.

The same tactic works in anything printed with columns. Such as brochures, reply forms, print ads...anything. Split last sentence...the last paragraph in two. And move reader to next column.

481 Be specific. The number 481 is much more specific - and much more believable! - than saying 'almost 500'.

Odd numbers get more attention than even. Use 3 - 5 - 7 - 9 and you are more likely to be noticed. A list of 11 is better than a list of 10. 99 or 101 ideas is better than an even 100.

One more thing on numbers; use number - not word. As I have done in this article. The number 3 or 7 is easier to see, read and understand than word three or seven.

30 Offers with a date work to get more action - more response. Try a Limited Time Offer.

Good for only 30 days...or better yet, 'This offer good only until August 31' gets action. Test making your offer a Limited Time Offer. It can increase your response.

There are many more 'Powerful Numbers' in Direct Marketing. This list will get you going to make your mail, your print, your collateral materials - all your written communication - just that much better. Good writing!

Larry Brophy has helped thousands of businesses find more buyers for their products and services the past 20+ years. He's the resident webmaster at: http://findmorebuyers.com, your TOP source of targeted sales leads.

9. Do graphics through-out your Direct Mail package support copy? Do they make copy more readable? Do they make it better? As television "improves" script from radio, so Direct Mail graphics must make copy better.

10. Does your reply device include a summary of your full story? Does your card, fax-back form, application, sign-up sheet, coupon say everything? So your reader knows what they are suppose to do next?

11. Have you made your very best offer? Do you have a reason for your reader to reply...now!? And is it pointedly clear?

12. Is it easy to reply now? The easier you make it more likely you are to gain a response. Give options on how to respond; phone, fax, E-mail, walk-in, drive-through, computer, mail it...every possible option.

13. If YOU are recipient mentioned in #1 of this list...what would YOU do with your Direct Mail? Would you respond? If so, why? If not, why not?

Answer these questions honestly and bluntly. If you don't like answers, don't mail it. Change it. Successful Direct Mail takes practice - but it's well worth it!

Larry Brophy has helped thousands of businesses find more buyers for their products and services the past 20+ years. He's the resident webmaster at: http://findmorebuyers.com, your TOP source of targeted sales leads.