Page 186 - Duct Tape Marketing

Direct Mail Is an Ideal Target Medium

know that my task is nearly finished. Writing the copy can usually be
done in a short time, if necessary. And that advertisement will be a
good one, that is, if the headline is really a ‘stopper’” (from his book
Caples on Advertising).

You must have a good story and a compelling offer in your body
copy, but without a good headline, you don’t stand a chance. Here are
my three favorite headline starters:

1. Ask a compelling question: “Do you know why . . . ?”
2. State your offer: “Free report reveals 101 ways to . . .”
3. Identify the target: “Mechanical engineers find that . . .”

Place your headline directly under the salutation in 18- or
24-point type.

State the problem. Let your readers know up front that you real-
ize the problem they have and you understand the frustrations they
are going through.

Stir up the problem. Draw a picture of what this problem is
likely costing them in terms of money, time, frustration, or status.

Paint a hopeful future. Begin to reveal what life could be like or
what it is like for some others like them.

Outline a solution. Show them that you have an idea how they
can get relief. Layer on the benefits of your solution.

Answer objections. Address the objections that you know your
prospects have posed in the past.

Make an offer. Offer your free report, workshop, CD, or other
free or low-cost information product.

Create a call to action. Tell them why and how they should
contact you to get this offer.

P.S. Always end with a P.S. Some people call this the second head-
line because after the headline, this is the most-read part of a letter.
Make sure that you restate your offer or chief benefit in a P.S.

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