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Direct Marketing Sales Letters, Pump The Response Way Up


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1. First determine what you want your advertising pieces should achieve. Define what you want your advertisement's winning goal is before you begin writing anything. Do you want to generate inquiries (leads)? Do you want to get immediate orders and attempt to bypass the lead process? What worthwhile action do you want prospective clients to take? How do you want them to respond? Put your visualized goal in bold writing, and tape it to the front side of your computer. Refer constantly to your goal, as you develop your message. Everything you write should directly support this ultimate goal or get rid of it.

2. Determine how much response you reasonably expect. Not every person is going to respond to your offer. Just what response are you going to nail down? Is it going to be 1/2%, 1%, or an incredible 3%? Note that scrubbing your mailing to the right prospects only, dramatically shoots up the inquiry quality. Aim directly at your best targeted prospects first, you are going for action and results. You would never guess how many people respond to everything and do nothing.

3. Gauge how much your campaign to conquer program will ultimately cost. Adding list acquisition cost printing & mail preparation postage time will give your answer. Light that candle in your head, until you brightly realize that the cost of upgrading your contact list is worth every nickel spent. Don't have your entire campaign go up in smoke shopping for the lowest cost. The postal service has linked first class postage directly into your mind. Shake in the reality that bulk rate postage is a pure money saver not affecting response. Outlay on a postcard is cheapest, but cheap lowers response unless you can drive home your message effectively. An envelope only needs to contain a one sided letter with possibly a reply card. Often the “tri-fold" gives just enough space and options to trigger opening.

Don Yerke is the marketing adviser at Agents Insurance Marketing USA, Inc. with a 150 page website at We are the premier direct marketing firm for providing refined lists of Department of Insurance agent names. Tips, secrets, advice, and intense research make this web site unique. The site is crammed with articles benefiting insurance agents, marketers, recruiters and sales letter writers. All of our information is Free. Even our enormous listing of power words and power word phrases is the largest on the internet, designed to assist writers and speakers of all sorts for free.


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