l---+---TL----+-T--2----T----3--T-+----4T---+---T5----+-T--6----T----R--T-+--r HOW TO GET MORE FROM YOUR DIRECT MAIL The spent 12-gauge shotgun shell tucked into the tissue paper in a box on the editor's desk wasn't a warning. It was an invitation to a press conference. A tightly rolled up paper inserted in the shell invited the editor to "blast away" at the dirt and grime. The editor and most of his colleagues responded. The mailing had been effective. To announce the grand opening of its newest location in one community, McDonald's restaurants mailed thousands of f its paper sacks with the inscription "Now you can brown bag it at McDonald's. Bring this bag in for a free Big Mac." A bank mailed 20,000 tiny metal keys to residents in the area of its newest branch office. The residents were instructed by mail to bring the key in for a try at opening a treasure chest which contained a $1000 savings bond. So many people responded that the bank added an another $1000 bond and refreshments were served to customers free of charge. One of the leading authorities on direct mail once said, "One of the main reasons direct mail programs aren't successful is that they are incorrectly conceived in the first place and they aren't given sufficient time and thought in the preliminary stage. "In the Army it's considered that a poor plan well executed is better than a brilliant plan poorly executed. The direct mail campaign that is honed down to the last detail almost always outpulls the one that isn't well planned. Good direct mail programs are those that are planned for six weeks in advance or longer with the idea, copy, listing, production schedule, testing and list rentals all being given top consideration. What is the one trait that all of the examples given at the start of this article have in common that made them successful? If you guessed novelty -- you're right on target. A bit of show biz never hurt anyone. It's a worthwhile challenge to come up with the hook or angle required to reap the most effective results from your direct mail. MAILING LIST Your mailing list is your first consideration. It's often said that a poor mailing to a good list will still generate results while a good mailing to a poor list will result in nothing. The best list is your house list of current customers and inquiries. It doesn't hurt to mail something to this list as often as each month and certainly not less than twice annually. Your second choice is your competitors house list. Should that not be available, then work with a list of proven buyers of your product or service. List brokers can provide you with the necessary lists and can be found in the Yellow Pages. Third choice are lists compiled from directories such as associations and organizations whose members have an interest in your service. The least desirable list is the one you randomly select from your local telephone directory. However, life is like the English language in that there is an exception to every rule. One Ohio printer returned from a Las Vegas vacation armed with 500 postcards. She handprinted each card using names drawn from the business section of her phone directory. In the message area she wrote "Don't gamble with your printing - -see me for a 10% discount..." Her response was in excess of 40% -- an amazing return for any kind of direct mail program. COPY Copy is your second most important consideration. As one marketer once said, "all advertising should be written as if it were a love letter to someone you're courting." In other words, write the copy from the reader's perspective showing him or her all the benefits that appeal to their self- interest. The headline is your hook used to grab the reader's attention. Another wise advertising person said of headlines..." it should be like a woman's skirt. Long enough to cover the subject but short enough to be interesting." Powerful trigger words such as "How'to," Free, At Last, Revealed (as in secrets). Discover, Now, and others still work well with readers. Probably the oldest formula for advertising (and sales in general) is the AIDA process. Attention, interest, desire, and action. Another is the four P's. Picture, promise, proof, and push. Whenever you've finished a draft of your copy, give it the above test before finalizing it. Testimonials are powerful sales inducers. Include them at every possible turn with your direct mail package. It helps add credibility to your copy. Your copy should be as long as necessary to tell your story and to hold your reader's attention. Make liberal use of sub- heads and actual experience or comparisons in your material. Generally, if you're objective is to get appointments,, your cover page need only run one or two pages in length while asking for actual order may require as many as eight pages plus testimonials, order form, and descriptive circular. Keep your paragraphs short -- no more than five sentences on the average. Always ask for action before ending the letter. Providing response devices such as tollfree numbers, order cards, coupons and the like will help increases response. Often a 'limited time' offer or the inclusion of a premium will speed up response. TIMING Timing can play a big role in the success of your direct mail efforts. Know the seasonality of your clients if it applies. Summertime is usually the slowest of all mailing seasons, but many marketers in recent years have found success with certain products even during these traditional vacation months. Generally, the autumn months prior to the holidays are excellent for most mailings as well as the months January through March. When mailing to business executives, time your mailings so they reach the prospect in mid week rather than on Friday or Monday when mail is the heaviest. Make sure your lettershop/printer know the rudiments of post office procedure. The postal service updates their regulations constantly. They make booklets available on these requirements and they are free for the asking. It's not necessary to buy a bulk rate postal permit any longer to benefit from 3rd class mailings. Most any printer or lettershop will allow you use of their permit when you're using their service, without charge. RESPONSE There are no set rules as to returns. A good percentage of return for one marketer may not be the same for another. For instance, if you're selling high-ticket vacation condos and mail to 1,000 prospects and only receive 2 returns of which only one buys, that's a great return. On the other hand, if you mailed out 1,000 pieces to sell a $10 item and got the same return -- you'd know something was wrong with one or more aspects of your program. In any event, repeat business is the key to making money with direct mail programs. Once you have converted a prospect to a customer, keep in mind the long-term value of that customer relationship.