YOUR TOP 20 GUIDE TO DIRECT MAIL SUCCESS

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Use a copy “hook” on the outer envelope

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In your copy be sure to use the word “you” multiple times

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Make sure your offer is clear & up front - a hidden offer is no use to anyone

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Don’t use a full stop at the end of your headline. It invites people to stop reading drop your mail piece

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For body copy of mail piece, use a readable serif typeface - ideally 10 or 12 point

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Keep text simple. People don’t pay attention the way they used to

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Don’t use a word they won’t know. It won’t impress. People will stop reading

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A page that looks crowded turns people off. Use plenty of white space

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Make reading easy by using short sentences & short paragraphs

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The signature must be legible. If not, you lose credibility

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Be sure to engage sub headings

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To ecourage your reader to keep reading, bullet points & bolding (used sparingly) are essential

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Use credible testimonials if you have them

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Avoid UPPERCASE TEXT. It’s more difficult to read

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Be sure to leave a line of space between paragraphs. It increases readership dramatically

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Make sure the order form is super easy to use with enough space. Get a 12-year-old to try it and make changes if it is not completely straightforward

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Use photography rather than illustrations. They are more believable

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Use money back guarantee. it is a strong tool for overcoming prospect inertia

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In your final stage of preparation, test the copy on someone who knows nothing about your campaign. Take note of their reaction & make changes as necessary

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Restate your major benefit in a carefully worded PS - it is often the first thing people read

This is an excerpt from an article by Frank Chamberlin in VoPP Mag