Direct mail newsletter shows--and tells--how to do it right.
If your newsletter is called Inside Direct Mail, you better make sure that your direct mail package is a blockbuster. And we think North American Publishing Co.'s current effort is just that.* The carrier proclaims in bright red that there's a free booklet inside, "12 Direct Mail Tips You Should Know!" That's sure to get the envelope opened. And the booklet itself is a "keeper"--that is, even if prospects don't order now, they are likely to keep the valuable freemium (which, importantly, recaps the benefits of subscribing and repeats all of the contact information for future reference).
* The 3-page sales letter, while describing the benefits of subscribing, puts the emphasis on "you." Practically every paragraph begins with "you": "All you have to do to get the most exclusive inside information on direct mail...." "You'll also see how other mailers have blundered so you can learn from their mistakes."
* The newsletter's exclusive Who's Mailing What! Archive of 150,000 DM packages is touted in an oversized buck slip--complete with a $50 coupon for a free package.
* A bright red and yellow, glossy, 8 1/2 x 11", 4-page flyer describes in words and pictures the newsletter and the four free bonus reports. It also carries a subscription order card even though there's a separate one on a BRC. The flyer also features this powerful testimonial from the copy chief at the National Geographic Society: "Finally: a direct response publication that's not a puff piece or scandal sheet. Our creative staff fights over every issue."
* The "Exclusive Bonus! Yours free!" is a handy, bright red, little (3 3/4 x 3 3/4") booklet listing the 12 Direct Mail Tips. It opens out to 3 3/4 x 18".
* Finally, the Trial Subscription Order Card (with BRE) recaps the offer in detail--which includes a $20 saving if check or credit card payment is enclosed.
Direct Mail Tips You Should Know
Here is some of the DM advice offered--the talk that this package walks:
1. Always include a letter. It's the personal, one-to-one communicator that distinguishes direct mail from other advertising media. Mailing a letter without a brochure stands a good chance of working. A mailing without a letter does not.
2. Always lead with a promise or a benefit. A lead without a benefit or promise is like swimming across a desert--it may make the writer hot and steamy, but accomplishes little else.
3. Highlight benefits with graphics. Point out your key selling messages with colors, handwriting, bullets, brackets, braces--even baubles, bangles and beads if you have to-but make sure the reader sees them. This is the sizzle that you're selling.
4. Don't offer a choice without guidance. Whether you're offering Mastercard or Visa, Mystery or Romance, Kennedy or LaGuardia, clarify the options for the reader and show either decision as a smart, no-lose choice.
5. Always enclose an action device. Whether you're asking for an order through the mail or urging the person to show up in person, an action device--a hot potato--is imperative. Use a compelling order form, redemption form, cents-off coupon, 800 number--something--to bring the order home.
6. Don't make the reader turn a piece sideways. You don't read sideways and neither do your prospects. Mixing vertical and horizontal design on the same piece makes the reader work, and when people work, they get tired.
7. Don't send conflicting offers. Clean your list so that the reader doesn't get more than one test offer for the same product on the same day. Seeing a price difference will make an already skittish reader feel like you're trying to put one over on him.
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| Publication: | The Newsletter on Newsletters |
|---|---|
| Date: | Mar 15, 2000 |
| Words: | 605 |
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