Page 218 - Duct Tape Marketing

202 Part IV: Getting the Word Out without Advertising

ߜ Make the reply mechanism free to the consumer. Include a toll-free
number or a postage-paid card or envelope so that the customer can
respond at your expense.

ߜ Include a reply card in addition to a toll-free number. Many people
prefer to mail in their responses — even if you provide a toll-free
number or Web address. On your reply card, give people a chance to say
yes or no. Believe it or not, giving them the chance to decline your offer
increases the chances of them accepting it. To save money, contact your
post office or a mailing service for help obtaining a Business Reply
Postage Number to print on your reply cards. That way you’ll pay only
for the responses you receive — rather than paying to place a stamp on
every reply card you enclose.

Writing direct mail letters

First things first: If your mailing is any larger than a postcard or self-mailer,
enclose a letter.

People may tell you that no one reads the letter or that the letter just gets in
the way of other enclosures — but they’re wrong. The letter is an essential
ingredient of direct mail: Enclose one in every package.

In your letter, follow each and every piece of advice for writing advertising
copy (see Chapter 11), taking the following steps:

1. Start with a short, clear, strong first sentence.

Your opening line is your chance to establish rapport, focus your mes-
sage, and entice the recipients to continue on to the next sentence. It
should make readers want to go on to the following sentence and right
through to the all-important P.S.

2. Tell your prospects what’s in it for them.

Don’t use your letter to talk about yourself or your company or why you
think your product is so great. (Never ever begin your first sentence
with I, we, or your company’s name.) Write your letter imagining that
you are the consumer — not the advertiser. Ask yourself, “So what’s
in it for me?” If the letter delivers a compelling answer, you’ve hit the
bull’s-eye.

3. Get to the point quickly.

Introduce your offer and explain in clear terms how easy it is to take
advantage of your invitation. Keep your words short, your sentences
short, your paragraphs short, and your tone casual.