Direct Marketing Tip

Seize the reader's attention immediately: Don't waster space building up to your blockbuster points. Start with them. You have only a paragraph or two to convince your prospects to keep reading your letter. Give them what they need to make sure they continue.

www.ukba.co.uk

Direct Marketing Tip

Use sub-headings liberally: Subheads help break up long blocks of copy. They also act as a "hot point" outline to pull the reader through the key ideas of your email or ad.

www.ukba.co.uk

Direct Marketing Tip

Use a stop-them-in-their-tracks headline or first sentence: Some letters and emails benefit from a headline while others don't. Either the headline or first sentence must be very powerful in order to convince your prospects that your letter is worth reading.

www.ukba.co.uk

Direct Marketing Tip

Use the "4 to 1" rule: Your sales copy should contain four "you's" to every one "I." Customers want to hear about their number one priority-themselves. One of the best ways to convey that you understand your customer's needs is to use plenty of "you" language.

www.ukba.co.uk

Direct Marketing Tip

Repeat your key benefits in the beginning, middle, and end of your email, letter or brochure: Tell your readers once, tell them again, and then tell them one more time. Remember, people buy benefits, not products.

www.ukba.co.uk

DIrect Marketing Tip

Always stress benefits: Always concentrate on how your product will benefit your customers-both logically and emotionally. Hit the right hot buttons and your sales will increase.

www.ukba.co.uk

Direct Marketing Tip

Focus on your customer's needs, not your product: Customers have limited interest in your product or company. But they have unlimited interest in their needs, solutions to their problems, and making their lives better. Concentrate on fulfilling their needs through the use of your product or service.

www.ukba.co.uk