What Works Best in Direct Mail

1. Make sure your offer is right.

More than any other element, what you offer the consumer-in terms of product, price, or premium-will make the difference. Consider combinations instead of single units, optional extras, different opening offers, and commitment periods. Free is the most powerful offer you can make, but beware of its attracting onlookers instead of buyers.

2. Demonstrate your product.

Offer a free sample, or enclose a sample if you can. Sampling is the most expensive promotion in absolute cost but is often so effective that the investment is quickly paid back with a larger business base. If you measure response on a profit per piece mailed, it sometimes pays to spend a few more cents.

3. Use the envelope to telegraph your message.

Direct mail must work fast. Your envelope has only seconds to interest the prospect or go unopened into the wastebasket.

4. Have a copy strategy.

Like any other advertising medium, direct mail will be more productive if you decide in advance the important issues of target audience; consumer benefit; and support, tone, and personality. While your promise should relate specifically to your product, experts say the most potent appeals in direct mail are how to make money, save money, save time or avoid effort.

5. Grab the reader's attention.

Every beginning copywriter in direct mail learns the AIDA formula. The letters stand for the ideal structure of a sales letter: attention, interest, desire, action. Look for a dramatic opening, one that speaks to the reader in a very personal way.

6. Don't be afraid of long copy.

The more you tell, the more you sell-particularly if you're asking the reader to spend a great deal of money or invest time. A Mercedes-Benz diesel car letter was 5 pages long. A Cunard Line letter for ocean cruises was eight pages long. The key to long copy is facts. Be specific, not general. Make the letter visually appealing. Break up the copy into smaller paragraphs and emphasize important points with under lines or handwritten notes. Including several pieces in a direct-mail package often improves response.

7. Don't let the reader off the hook.

Leave your readers with something to do, so they won't procrastinate. It's too easy to put off a decision. Use action devices like a yes/no token to be stuck on a reply card. Involvement is important. Prod them to act now. Set a fixed period of time, like ten days. Or make only a limited supply available. Make it extremely easy for the reader to respond to your offer. But always ask for the order.

8. Pretest your promises and headlines.

Don't guess at what will appeal to the reader. There are many ways to sell your product benefits and as many inexpensive testing methods. Avoid humor, tricks, or gimmicks. It pays to be serious and helpful.

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