Direct Marketing works!

Why? It works because it's personal. It carries a message, answers questions and gets orders. Direct Response Marketing works because it is 'conversation in writing'.

It works because, no matter what you have heard, read or believe ... most people look forward to personal communication. They like being treated as a person - as an individual.

So, if Direct Response Marketing is so powerful, how can we as marketers use it effectively? To keep business we have ... to find new business?

As with most disciplines, these powerful 'Direct Marketing Numbers' are common sense. Here's a list of a few 'Numbers' to make your Direct Response Marketing work for you:

60 - 30 - 10 A full 60% of your Direct Marketing success is making certain your message gets to person who can buy what you have to sell. It's very easy for wrong person to say 'no'.

An offer will be 30% of your Direct Marketing success.

What's an offer? It is a reason for your prospect to do business with you. It's urge to action. It's an incentive to get your audience to raise their hand. To indicate a willingness to talk with you. It's a reason to respond.

The 10% remaining is creative. Not unimportant ... certainly less important. And although it is fun part of marketing - without a clearly identified audience and a sound offer - your creative has little chance of giving you a winner.

Now, once you've clearly identified your marketplace and put together an offer of interest - how DO you get your Direct Marketing message read, heard, seen, understood and acted upon?

A few more 'Powerful Numbers'...

Lucky 13 Write your message for a 13 year old reading level.

Television news, morning newspaper and by far majority of our conversation is at a 13 year old reading level.

Exceptions? Sure. The Wall Street Journal is written at a 17 year reading level.

11 Keep your opening paragraph to 11 words or less.

Yes, I did say paragraph!

Why? Because, by opening quickly you slip your reader into your full message. Make your letter, your brochure, print advertisement - everything you write - easy to read. A quick beginning helps.

14 All your sentences should average 14 words or less.

The best way to write short: use a period. Yes, every so often insert 'dot'. It works. And it will help you get read.

1. Look at your Direct Mail as your recipient will look at it. Pretend you are they.

2. Remember your primary objective. What do YOU want your prospect, your customer to do?

3. Do your #1., #2. and #3. benefits "hit" your reader right between eyes? Make sure they do!

4. Does your Direct Mail package "flow"? Does it look like it all goes together? Like it was planned!

5. Does your package encourage your reader to open it NOW? At once? Immediately? Before they do another thing?

6. Do you see letter first? Since 2/3rds of your audience, if they are interested in what you offer, will make a decision based on your letter - make certain your letter is in envelope where it is easily found.

7. Does your letter address needs of prospect, customer? Is it written with reader in mind? If there are no needs, there will be no sale. Make certain you address your readers needs.