#Direct #Marketing #Tip – Broken sentences
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.
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#Direct #Marketing #Tip – Inside information
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.
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#Direct #Marketing #Tip – Flattery
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.
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#Direct #Marketing #Tip – Seize attention
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.
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#Direct #Marketing #Tip – Subheadings
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.
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#Direct #Marketing #Tip – Headlines
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.
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#Direct #Marketing #Tip – Repeat key benefits
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.
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