gripmarketing

Of course, direct mail ‘rules’ – it’s king. According to the DMA (Direct Marketing Association – members are radio, tv, newsprint, direct mail), if you added up all the revenues from every radio station, tv station, and newspaper in the country last year, together in the total aggregate they don’t add up to the $88 billion spent on postage alone for direct mail (not to mention the cost of the pieces).

So here are some ‘rules’ for direct mail to make you more successful...

The Headline
First, consider the headline. It focuses the reader’s attention on one quick benefit. Tell them WHY they’d want to tan. What’s in it for them.

The headline gives them a reason to spend valuable time with your direct mail. It also helps to stop the personal conversation that is going on inside their heads, close out random thoughts and focus attention on you instead.

The Offer
It’s all about the OFFER. What does your reader get? What’s their reward for reading? How do they acquire what you’re selling? What’s the benefit to them of acquisition? Or rather, how can the reader realize the benefits right NOW? If appropriate, date your offer.

The Punchline
Your name. Now you’ve hooked the reader, did enough of a song-and-dance routine before they yank you off the stage – remember to tell them your name. It ain’t over ‘till the fat lady buys!