If you feel like your mailing results are on a downhill slide, you may mix things up a little bit and send out a mailing that is really different. One of the most critical aspects of your direct mail campaign is getting prospects to open and read your message. Being creative can intrigue prospects and […]
Over the years I’ve worked with a large number of online marketers who were very successful at finding prospects through direct mail. My experience with them has taught me a lot, and now you will benefit from it. I’m going to share with you three of my best secrets for driving prospects to an online […]
The headline of your sales piece carries a big responsibility. It takes just seconds for your prospects to decide whether or not to read further, and their decision is based largely on the headline. Does it grab their interest? Does it convince them there’s something here worth learning more about? Does it predispose them to […]
Getting the right copywriter is one of the trickier aspects of putting together a direct mail campaign. Your copywriter is a “creative” with whom you’ll be working closely. Copywriters need to understand your thoughts and be able to express them in your voice. They must get your “style.” How aggressive do you want to be? […]
There is no end to the improvements we can make to our sales materials. Even when we have a piece that works great, there are always further refinements we can make that will bump up the response rate. With my own clients, I’m always testing changes to sales pieces. You have to, because with time […]
If you’re like me, you’ve become addicted to reading people’s comments before buying anything on Amazon. We want validation that we’re making the right decision, and what could be more sincere than the spontaneous assessments of people who have already bought and used the product? While marketers have sold things using customer testimonials since – […]
Sometimes dropping your mail off at the post office can feel like you’re throwing it into a vast abyss. Once it’s out of your hands, you have no more control over it. Will it get to real people, or will it end up in the dead letter office? Will the people who receive it read […]
While you must always be planning direct mail campaigns to new lists of prospects, don’t neglect your own list of old names – your house list. These are people who have been customers or clients in the past, but whom you haven’t heard from in a while. Now, don’t think that just because they haven’t […]
Have you ever wondered if its better to give a discount based on the dollar-amount off the usual price (e.g., $50 off), or a percentage off (e.g., 30% off)? Which gets a better response? I wish I could give you a cut-and-dried answer to this, but this is really a question of psychology, isn’t it? […]
The whole field of marketing is strongly based in psychology. And this is absolutely true when it comes to pricing strategy. We’re all familiar with price tags that read $9.99 or $19.99. Do these really move more product than tags reading $10 or $20? What about adding the decimal and zeros: $10.00 and $20.00? Does […]