The 4-Step Formula for Writing Sales Letters That Get Results

Written by Allan Katz

Continued from page 1

ACTION: If you're selling consulting services, ask for a contract. If you're writing a fundraising letter, include a reply envelope and ask for a donation. In short, if you want your letter to get results, you have to ask for them. In lead generation, you can offer a free benefits analysis or consultation, or give away a free booklet onrepparttar “10 ways to improve your bottom line profits.” Make it easy to respond. Give them your phone number, fax number, toll free number, e-mail address and a business reply card. Tell them what to do and how to do it to respond to you. Don’t assumerepparttar 108226 prospect knows what you want from them.

As with any creative exercise, formulas are meant to be broken. The AIDA formula is a great starting point to structuring your message for maximum impact and meaningful results.

Allan Katz is President of Katz Innovation Resources, dedicated to coaching and helping retailers and service companies retain their customers and employees. He is a 21 year direct marketing veteran and the author of 4 books on marketing including, "The Complete Guide to Retail Loyalty Marketing."

12 Places to Buy a Mailing List

Written by Jeffrey Dobkin

Continued from page 1

A plethora of list managers of mailing lists can be found inrepparttar direct mail trade magazines such as Catalog Age & Direct Magazines: 203/358-9900, Target Marketing: 215/238-5300, Direct Marketing: 516/746-6700, and DM News: 212/741-2095.

Some list brokers sell through their own catalog of mailing lists. These handy reference tools will give you an idea of just what’s out there - what kind of lists are available and counts of how many records exist inrepparttar 108225 thousands of different list categories. Want to know how many dentists there are? It’s a piece of cake: 190,168 are members ofrepparttar 108226 ADA. Want to know if there is a list of picky ale drinkers? Findrepparttar 108227 list of “Ale inrepparttar 108228 Mail-Continuity Members:” 70,973 of them. Selling an accounting product? Tryrepparttar 108229 list of Accounting Institute Seminar Attendees - all 78,634 of them. Looking for college professors? Did you wantrepparttar 108230 43,347 who teach English, orrepparttar 108231 18,184 who teach history, orrepparttar 108232 8,477 in marketing, orrepparttar 108233 9,194 philosophy teachers, or the…

If you need additional information - like how many doctors who specialize in allergies and arerepparttar 108234 head of their practice with four or more employees can be found in Pennsylvania - call any of these catalog houses and ask them to run a count. You’ll be able to get that information in about ten minutes. Hugo Dunhill: 800/223-6454, American Business Lists: 800/555-5335, Best Mailing Lists: 800/692-2378, CompilersPlus: 800/431-2914, and Edith Roman: 800/223-2194 to name just a few. More phone numbers can be found in my books Uncommon Marketing Techniques and How To Market A Product For Under $500!

Several companies now offer lists of every business or every person inrepparttar 108235 U.S. on CD-ROM. These products allow you to create your own list criteria and generate your own precisely targeted mailing lists. Some ofrepparttar 108236 better programs make it easy and fast to use their CD-ROM products. Mailing list CDs are available from InfoUSA: 800/321-0869, and Global Business International: 407/568-5037 to name but two.

One ofrepparttar 108237 best resources for lists isrepparttar 108238 Internet. There’s no getting around it now,repparttar 108239 Internet is here to stay — you might as well get on and get used to it. It’s a great - probablyrepparttar 108240 best - research tool available for almost anything, if you can filter outrepparttar 108241 crap fromrepparttar 108242 good stuff. But… isn’t thatrepparttar 108243 way with all research tools: you gotta figure out which isrepparttar 108244 good stuff that you can use, and which isrepparttar 108245 bad stuff that you’ve just spentrepparttar 108246 last two hours looking over and have now figured out is pretty worthless.

You’d be surprised how many of your competitors will sell your their customers’ names. If not competitors, how about asking other businesses who serve your market if you can purchase their mailing lists.

Of course,repparttar 108247 best list of all - bar none - is your own house list of current and past customers. These arerepparttar 108248 folks that know you and trust you; they’ve experienced that great customer service you offer and are now willing to buy something else from you if you would only let them know it’s available.

Spend some extra time in this most important area - list research: tighten your list criteria, do your homework, spend time in research, and findrepparttar 108249 best lists you can possibly find. Then test several. It’s worthrepparttar 108250 extra time and money to target your audience with precision and increaserepparttar 108251 chance you’ll come up a winner atrepparttar 108252 post office. There is no single more important factor in creating a greater response to a mailing than mailing torepparttar 108253 best possible list. Whatever you do, don’t settle for a mediocre list unless you want mediocre results.

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Bio — Jeffrey Dobkin, author ofrepparttar 108254 incredible 400-page marketing manual How To Market a Product for Under $500 ($29.95 +$4), now has a second book, Uncommon Marketing Techniques ($17.95 +$3) - 35 of his latest columns on small business marketing, exactly likerepparttar 108255 one you just read. Both books are available directly fromrepparttar 108256 publisher - CALL TOLL FREE 800-234-IDEA - phone orders welcome - Visa, M/C, AMEX. These books are completely filled with tips and techniques to make your marketing faster, cheaper, more effective - and fun. You never learned this stuff in college! Mr. Dobkin cuts right throughrepparttar 108257 theoretical crap and demonstrates a wealth of practical how-to direct marketing techniques. He is also a speaker, writes powerful, response-driven sales letters, engaging web content, persuasive catalog copy; and exceptionally hard-hitting direct mail packages. He also is a marketing consultant who will analyze your direct marketing packages, ads, catalogs, and campaigns. To place an order, or to speak with Mr. Dobkin call 610/642-1000. Fax 610/642-6832. From The Danielle Adams Publishing Company, Box 100, Merion Station, PA 19066. Or visit him at Satisfaction Always Guaranteed.

Other articles from Jeffrey DObkin can be read at his website: Call him at 610-642-1000. Dobkin is the author of "How to Market A Product for Under $500!"

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