|
Improve
Your Direct Mailing Response
by Joe Balestrino
Many
marketers spend their time trying to recruit new
representatives, leaving little or no time for finding new
customers. I am sure your company has a good direct mailing
piece, which is fine. In case your company doesn't have one, or
it is not pulling in many leads, try these useful tips.
1)
You must grab the readers attention. The first line should
mention your offer, FREE catalog, FREE information, discounts,
etc., Whatever it is, it should be in the opening line. This
will keep the reader reading. If you place your offer at the
end, they may never get far enough to read it!
2)
Personalize the sales letter. This can be costly, but well worth
it. This will make the reader feel important. Whereas a
non-personalized letter will be viewed as junk mail.
3)
If photocopying make sure your sales letter is CLEAR. People
cannot respond, if they can't read your offer!
4)
Get to the point. Do not drag out your sales letter. Make it
fast and to the point. Your goal is to sell your product or
service, not to bore the reader with useless facts about the
company.
5)
Do mention important facts such as free shipping, guarantees,
free gifts and other reasons why customers should buy from you.
6)
Write as if you are talking TO the person. Do not talk down or
generalize in your sales letter. Use words like you, me yours
and our.
7)
Add a mini-brochure. This will help ensure the customer that
there is an actual product, as well as putting a picture to the
product they are reading about.
8)
Give a deadline in which the reader has to respond to your
offer. This will also help the potential customer from
forgetting to reply. Without it, they may put your sales letter
down and never pick it up again.
9)
Make it easy for them to reply, and provide several ways to do
it...E-mail, toll free numbers, mailing address, etc., This
makes it easier for the customer, and that will help make a
sale!
10)
State that you are a representative of the company. Some
marketers feel that stating that they are a representative may
lessen their chances for a sale, but this is not true. Actually,
it is the total opposite. In your sales letter, be sure to
mention to the reader that having a personal representative is a
HUGE benefit. They can have their questions and concerns
answered at their convenience, this will save them time and
money and will help you bond with your customer, giving you
steady business.
Try
some or all of the things mentioned above. Do a test? The next
time you do a mailing, divide it into two sections. Mail half
with your company's sales letter and the other with the sales
letter you made using these tips. Be sure to place different
tracking number on each letter. Ask the readers to give the
number when they are responding. This will help determine which
sales letter is pulling more requests.
Clip
this article. When you receive the results of your mailing let
me know. I would like to see how much these tips have improved
your response rate.
Joe
is a freelance writer and a representative for Watkins. Check
out his site for products, business opportunity and a FREE
contest. www.homestead.com/jnbcompany
Return
To The Top
Read
More Marketing Articles
|
