Direct Marketing Tip

Ask yourself this CRUCIAL question. Based only on your direct mail package or email, would you buy your product or service? Be uncompromisingly honest. If your answer is "no", keep making the necessary changes until you can unequivocally answer "YES".

www.ukba.co.uk

Direct Marketing Tip

Cultivate "swipe" files. Set up files and collect examples of great headlines, sales letters, emails, brochures, coupons, teaser copy, and so on. Study the examples that really make you feel like taking action.

www.ukba.co.uk

Direct Marketing Tip

How to get the most mileage out of premiums. A bulky premium that your customers can feel will get your envelope opened. If you're premium isn't bulky, a teaser along the lines of "Your FREE item is inside" is effective.

www.ukba.co.uk

Direct Marketing Tip

Use heavy stock for your paper order forms. A substantial stock, such as card stock, always outpulls flimsier paper.

www.ukba.co.uk

Direct Marketing Tip

Use a separate order form. A separate order form will outpull a coupon contained within your brochure or email. Smart marketers always use all three. If a separate order form is used, another pass-along order can be made from the coupon in your brochure.

www.ukba.co.uk

Direct Marketing Tip

Use 2 colors of ink on paper and email order forms. Two colors of ink on white stock or white email backgrounds give you the opportunity to create an extremely professional looking order form.

www.ukba.co.uk

Direct Marketing Tip

Use colored stock for paper order forms. Colored stock with black ink distinguishes your order form from the rest of your package. It draws attention and increases sales.

www.ukba.co.uk

Direct Marketing Tip

Use high quality paper when printing your brochures and sales letters. Initial impressions are crucial. Make sure your documents and emails present the image you need to succeed.

www.ukba.co.uk

Direct Marketing Tip

How to find the best mailing lists. Contact 3 or 4 mailing list brokers. Ask them to recommend 10 lists for your product or service. Then compare the results. The list to test first are those recommended by more than one broker.

www.ukba.co.uk

Direct Marketing Tip

Cultivate duplicate names from different mailing lists. Most marketers run a merge/purge when buying multiple mailing lists to eliminate duplicate names. What a waste of an exceptional marketing opportunity! Buyers who show up on multiple lists have a proven buying history. Treat them like gold!

www.ukba.co.uk

Direct Marketing Tip

Use HOTLINE lists. If you can get a list of people who have responded to offers in the last 3 to 6 months, it's definitely worth the additional cost. Satisfied recent buyers are strong candidates to buy by mail or email again.

www.ukba.co.uk

Direct Marketing Tip

Use response mailing lists. List of people who have responded to a mail order offer or email offer are more profitable than compiled lists. Always find out what the customer responded to.

www.ukba.co.uk

Direct Marketing Tip

Offer multiple versions of the same product. Deluxe versions, full-featured models, basic features only models, and personalized versions are just four ways of getting extra mileage from the same basic product.

www.ukba.co.uk

Direct Marketing Tip

Think follow-up. You should constantly be thinking about related items to work into your product line for follow-up sales to your customers. Whenever you receive a new order, always send a follow-up offer 10 to 15 days later.

www.ukba.co.uk

Direct Marketing Tip

Lift letters boost response. A small note featuring a key benefit, special offer, or president's message is a cost-effective way of "lifting" your response.

www.ukba.co.uk

Direct Marketing Tip

Use a plain white envelope. Another method of getting a high percentage of prospects to open your letter is to use a plain white envelope. Either no return address or just an address without a company name pull the best results.

www.ukba.co.uk

Direct Marketing Tip

Use a teaser on your envelope. To be effective, a good teaser must offer a strong incentive to open the envelope.

www.ukba.co.uk

Direct Marketing Tip

Always use a reply card, envelope or email address. Postage-paid Business Cards or Business Reply Envelopes will boost your response. But they also boost your cost. The use of email marketing keeps your cost down and offers possible easy contact with your audience. With small orders, use a reply card or envelope that requires your customer to use a stamp. If you do not give your customer a specific way to respond, many of them won't!

www.ukba.co.uk

Direct Marketing Tip

Repeat your offer and your guarantee on your order form. Focus on your offer or strongest benefit and restate your guarantee. An official looking border around the guarantee has been shown to help response also.

www.ukba.co.uk

Direct Marketing Tip

Key every ad or mailing you use-without fail. The beauty of direct marketing is that everything is measurable. You can easily tell precisely how many inquiries and orders are generated by each of your offerings. All you need to do is build a unique key into the order form for each of your offerings.

www.ukba.co.uk