Direct Response Tips
Craig Aramian, president of Aramian associates, a 20-year old award-winning marketing agency, offers these tips when planning a direct response marketing campaign:
"Although there are exceptions to every rule, our own experience, backed by extensive direct response studies over the years, suggest these pointers that could help your next direct response effort succeed:
1) Generally avoid using self-mailers to a business audience. 2) Try illustrating your fulfillment offer to boost response. 3) Test a dupe mailing that sometimes will do as well as the original. 4) Get production advice at the layout stage, not when you're going to press. 5) Use standard envelopes and paper sizes. 6) Ask about using screens to produce a multi-color effect with one color. 7) Limit variable copy to your letter to keep your brochure generic and give it longer shelf life. 8) Consider using stock photos or clip art to reduce graphic costs. 9) Avoid unusual folds, embossing or die-cut windows. 10) Order lists as soon as possible. 11) Never send bulk mail in December. 12) Don't do anything on a rush basis, unless you're willing to pay for it."
Check out the rest of Craig's article Avoid the Biggest Mistake.
Free to all Idea Site readers: Aramian associates' booklet Tested Direct Marketing Methods. Request yours now.
Newsletters are great for keeping your name in front of clients, but they are time-intensive to create and can be expensive to print and mail. Chuck Green, author of The Desktop Publisher's Idea Book, suggests that you create your next newsletter campaign on 4-1/4 by 6 inch postcards.
The postcards hold less than 300 words of copy each, but you can generate a year's worth and have them all printed at once to save money. Easy to stamp and mail out. Read more about this idea and see samples at Chuck Green's Idea Book site.
13 Can Be Your Lucky Number!
If you are offering free information to promote a service, think 13! Everyone is used to seeing the number "10" in ads and classifieds, (i.e., 10 Ideas for Better Business, or 10 Ways to Increase Your Business.) You'll receive a better response if you use a different number, such as 13, which attracts attention and spurs curiosity. Attention + Curiosity = Better Response.