The five worst mistakes in direct mail.

Jeffrey Dobkin, president of the Donielle Adams Publishing Co., is the author of Uncommon Marketing Technicques,

1. Not knowing your audience. All writing should be to a specific targeted group that you research until you know it intimately. Aim for your readers' personal hot spots, in a writing style and level they are comfortable with. Learn how the group feels and acts, what your audience likes or hates. Then craft your writing a style and content specifically to your readership.'

2. Mailing to the wrong list. This is probably the most common--and most fatal--error made in direct mail. Spend as much time on researching your list as you do on the creative aspects of writing and layout, and on the research about your publications, pricing and offer. Unless the people on your mailing list have a desire or need for your product, they're going to be tough to convince and probably impossible to sell.

3. Not writing to clear objectives. Nothing muddles good writing like not having a specific goal. Make sure you know where you're going with each piece you write, then stay focused. Write your objective first, in the upper right-hand corner of your page, and refer to it often. Stay on target. My objectives are usually to have people call, write, or send in the business reply card. Ninety-nine percent of the time it's for a free brochure or booklet, offered so we can send a more qualified prospect a harder-hitting package.

4. Price before offer. "Only $49.95!" No matter what you're selling, a price has no meaning until readers know what they're getting. Make sure you tell them about your product first. If your #1 sales point is your product's low price, you may introduce the price early on in the same sentence.

5. Wrong price point. There are thousands of theories on how to price your product correctly Funny, each formula gives you a different answer.

My formula is correct, and it works with every product, every time. Let the market set the price. You do this by testing each price point you feel will work, and seeing which one brings in not only the most orders, but the most overall profit. That's your price; simple, isn't it? This is the only way I know of to set the correct price for maximum profit in direct marketing. The only way.