6/14/2011 - 21 Direct Mail Pitfalls Beginners Should Be Wary Of
21 Direct Mail Pitfalls Beginners Should Be Wary Of[/title]
Twenty-one guidelines are offered to help beginners avoid some common direct mail mistakes. The guidelines include: 1. Use a written marketing plan. 2. Hire a professional. 3. Plan on a series of mailings. 4. Remember that, in many cases, rules for direct mailing are the opposite of general advertising. 5. Continue testing new ways to get results. 6. Show the product in use or the reward of using the product. 7. Use discount offers. 8. Use copy that brings back leads and sales. 9. Test long letters or ''heavy'' copy, and use a powerful, interest-holding first paragraph for a letter. 10. Employ the proven, tested methods of successful copywriting. 11. Use the classic mailing package - cover letter, response card, mailing envelope, and possibly a return envelope. 12. Do not cut corners on list selections or costs. 13. Set up records for evaluating results. 14. Do not wait to rollout the mailing program if the test results are good. 15. Do not rest on previous results.
Full text: Direct Marketing, Feb 1984
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