Page 188 - Duct Tape Marketing

Direct Mail Is an Ideal Target Medium

ideas just happen. What comes about is often far greater than
anything I could have simply thought and then transferred to
paper or screen.
 Writing helps you have something to say. The more you write,
the better you will sell.
 Writing helps you listen more actively.
 Write speeches; write notes; write essays unrelated to your
business.

Create a swipe file. This is just a file of letters and offers you
receive and hang on to for ideas of what works and what doesn’t work.
You may want to get yourself on some direct mail order lists so that
you receive some of the better sales letters out there. Three companies
that send out very good direct mail letters are Nightingale Conant,
Guthy Renker, and Bottom Line Publications.

Tell them why. If you are making a great offer in your copy, tell
readers why you are making it. Don’t assume they know. Tell them
why you started your business, why you hope they fall in love with
your products, why you are having a special sale, and why they should
buy from you now.

Write as you talk. This one always drives my English major
readers crazy, but your sales copy is meant to be a form of conversa-
tion with the reader. Say what you believe, how you believe it, and
you will connect with your reader. Few things sound less sincere than
when you try to be or sound like a really smart marketing person.

Use subheadlines in your copy. Some readers will pore over
your copy word for word; others will scan and jump to visual clues.
Subheadlines that emphasize key logical points will help readers scan
your letter.

Use quotes. Quotes, either from you or in the form of a testimo-
nial, add another voice to your copy and allow for the conversation that
you are trying to start.

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