Direct Mail Sins You Need To Avoid
Here are the major "sins" people make when preparing mailings: (1) CHOOSING THE WRONG LIST. This happens so often it boggles the mind. There are so many lists available, one morefine-tuned than the next.
With a little homework and advice froma list broker, this sin could easily be avoided. Example: whenselling an auto repair book, don't settle for a list of men. Find a list of men who are auto enthusiasts and have bought abook
about cars in the last three to six months. (2) NOT TESTING.
Several months ago a man called andcomplained that he blew $20,000 on a mailing. After talking withhim, it became evident he did no testing whatsoever. A small test of $2,000 would have proved his concept couldn't work.Instead, he lost 10 times that amount. There's no excuse for nottesting.
(3) NOT LEARNING FROM PAST MAILINGS.
Every mailing is awonderful learning opportunity. By keeping track of results, youare much better informed to make future decisions. Use key codes,split runs and other methods to learn what works and whatdoesn't.
(4) NOT DOING YOUR MATH. You have to do the math to makesure your premises are reasonable. (5) POOR PRICING, POOR PRODUCT, POOR DEAL.
You've got tomake sure the major elements of the offer are worthwhile to yourpotential buyers. Without grass roots research, you willonly rely on what YOU think, which may or may not be accurate.
(6) NOT GIVING THE BUYER ENOUGH CHOICES.
The more choices people have, the more likely they will order. Selling clothes? Give them a choice of how to pay - check, COD, credit card,lay-a-way-, etc. For shipping, give them a choice between regularor overnight. Get the picture?
(7) NO CALL FOR ACTION.
You need to strongly urge people to respond and show them how. Your sales letter needs a strongclose. Your order form must be clear, easy to follow and directthe reader through the process. You need to use whatever it takesto get the person to respond now. If you don't ask for action,you won't get it.
