Direct Marketing Tip

Never end a sentence at the bottom of a page in a sales letter: Always use a broken sentence to carry your reader forward onto the next page of your letter or email.

www.ukba.co.uk

Direct Marketing Tip

Share some "inside" information: Direct mail offers a perfect opportunity to appeal to a person's need to feel special. An ideal way to do this is to share some exclusive information. Make it clear that this offer is being made only to them.

www.ukba.co.uk

Direct Marketing Tip

Flatter your reader: These days people are much more sophisticated when it comes to advertising. They know that you got their name from a mailing list. You can turn this fact to your advantage by using this kind of copy.

www.ukba.co.uk

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

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