Eight Common Direct Mail Mistakes.

Written by Alan Sharpe

Some companies that use direct mail to sell their products and services are likerepparttar blind man inrepparttar 105186 dark room looking forrepparttar 105187 black cat that isn't there. They repeatrepparttar 105188 same mistakes, and enjoyrepparttar 105189 same poor results. Here are their eight most common misdemeanors, and a cure for each.

Wrong list The most important part of any direct mail campaign is notrepparttar 105190 copy. It's notrepparttar 105191 art direction. And it's notrepparttar 105192 offer. It'srepparttar 105193 mailing list.

That's why you can mail identical packages to two lists, one good and one poor, and find thatrepparttar 105194 good list pulls 10 times more responses thanrepparttar 105195 poor list does. Your mailing list, after all, is not just a way to reach your market. It is your market.

No testing There are no answers in direct mail except test answers. I didn't write that. Eugene Schwartz,repparttar 105196 author of Breakthrough Advertising, did.

If you don't test one package against another, one list against another, you won't know what works and what fails. So test lists. Test offers. Test formats. Test envelope teaser copy. Don't assume you know what works. Test and be sure.

No offer The second most important part of a direct mail package isrepparttar 105197 offer. The offer aims to persuade readers to choose your product or service over what your competitors are selling. Your offer must differentiate you fromrepparttar 105198 competition by way of price, terms, guarantees or extras.

To generate leads, offer free technical information, a free analysis, free consultation, free demonstration, free trial use or free product sample. To build retail traffic, offer premiums, special discounts or exclusives. To sell a product directly throughrepparttar 105199 mail, offer a free trial, sample, premium or discount.

Starting with you, not me You're at a party. You meet two people. One greets you this way: "Hi, I'm a swell person and I make lots of money. But enough about me, what do you think about me?" The other greets you this way, "Hi, I'm Tony. You look like an interesting person. Tell me about yourself."

Now, then, which of these two people would you rather talk to? Your readers prefer to hear you talk about them, not about yourself or your product. Yet many businesses mail sales letters that begin: "ABC Incorporated was founded in 1982 and is inrepparttar 105200 business of delivering quality, service and value intorepparttar 105201 new millennium." Big yawn. Big mistake. Aim your messages atrepparttar 105202 prospect and say everything fromrepparttar 105203 prospect's point of view. Don't begin your copy with "we" when you can begin with "you."

How To Obtain A Merchant's Credit Card Account

Written by Dominic Ferrara

It's a proven fact that mail order marketers can increase sales substantially by offering their customers a credit card option.

Some marketers enjoy increases of 10% to 30% in sales when they get up with a Visa/Mastercard merchants account. Others have reported increases up to a whopping 100%, or even more!

If all of your sales are made by mail, you can expect to up your total sales by at least 10%, and more likely 15% to 30% simply by offeringrepparttar credit card option. If you plan to userepparttar 105184 telephone a great deal as a marketing tool, offering a credit card buying option could double or triple your sales.

Credit card buying is seductive. Many people likerepparttar 105185 option of buying something today that they won't have to pay for until later. Also, most consumers tend to spend more using their plastic, than when they're writing a check, or paying cash.


There are many good reasons why you can benefit from securing credit card merchants status. Here are some of them...

* People with credit cards are more affluent than those without plastic. They can afford to spend more money. * They tend to be better "credit risks", if you want to sell "open account."

* Overall, they buy more by mail than those without cards.

* You cannot effectively sell from commercials on radio or TV without offering credit card purchasing. Visa and Mastercard are by far,repparttar 105186 cards most consumers have.

* They often will make credit card purchases even when they are short on cash, and/or when their checking account balance is low.

* You can sell on installments, obtaining permission to chargerepparttar 105187 buyer's card on a monthly basis.

* You can ship goods withrepparttar 105188 secure knowledge that payment has been secured before shipment is made.


By now, you're probably convinced that accepting credit card orders is a darn good idea. But how can you obtain credit card merchants status? Truth is, it's not always a piece of cake. In recent years banks have been playing hard-ball with many business people, especially anyone doing business by mail. It'srepparttar 105189 same old story, a handfull of mail order crooks have almost totally screwed-up a good thing for honest dealers. The major credit card companies have toldrepparttar 105190 banks to be very, very selective in issuing merchant accounts to mail order sellers and home business operators.

Because a few scum-bags have ripped off some banks, and run off withrepparttar 105191 money, your local friendly banker may not be too "friendly" when you tell him you want a merchants account. It has become increasingly more difficult for mail order sellers to secure a merchants account, and if you only sell by mail, but also do consider setting you up for Visa and Mastercard processing. That happens to be reality...but always remember WHERE THERE IS A WILL THERE MUST BE A WAY! In this special valuable report I'm going to cover some ofrepparttar 105192 best way to obtain your merchant's status.


Although your banker may have already told you that they "cannot" accept you for a merchant account,repparttar 105193 simple, unvarnished truth is that he/she can. Visa and Mastercard do set some rigid guidelines for their affiliated banks to follow, but ultimatelyrepparttar 105194 banks must approve or disapprove each application. Excuses concerning "doing business by mail", "operating a home-based business", "not having a long business track record", are just that-excuses! A somewhat polite way to tell you "no"!

Could a mail order businessman, (books, home-study courses, etc.) but how also conducts his business exclusively in his home get a Merchant Account? Fat chance of him getting a merchants account. Right? Wrong: He happily processes credit card orders for his customers will full knowledge and cooperation from his bank. How did he do it? He never stopped asking for what he wanted.

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