The Classic Direct Mail Package The classic mailing package has been used successfully
by thousands of mailers, in all types of businesses.The classic package gives you tremendous flexibility. Usually mailed bulk rate, you have the capability for insertingmany different items, each with a purpose. The various
componentsof the classic package each play an important role, and takentogether are very powerful.Designing and writing copy for these components is somethingthat takes practice. If you're having trouble producing strongcopy,
you should seriously consider hiring a pro. No sensespending all this money if your copy is only average. Remember,not everyone is a born writer, so there's nothing wrong with farming that out.It's also a good idea to run your copy
through both a spellchecker and a grammar/style checking software program. Mostpeople tend to write on too high a level and too wordy.Some writing hints:o keep your paragraphs (10 lines maximum) and sentences (7words max) shorto
ideal # of syllables for 70 words is 100 o avoid long words where possibleo don't use words people are not likely to understando use active, not passive tense o use jargon only if you're sure it is appropriateo rewrite copy
over and over and over until it's clear o show it to people who have nothing to do with yourbusiness, and see if they understand it#10 OUTER ENVELOPE o use art and copy to be as promotional as you likeo use a window so that the
label affixed to the ordercard shows through o use a third-class bulk meter, eliminating the needfor unsightly indicias o use teaser copy if appropriateo use involvement devices if appropriateo work on your return address for
maximum impact o hand stamp the word URGENT in red on the envelope,or have it printed in red ink SALES LETTER o this is your opportunity to go "one on one" with therecipient - take full advantage of ito use
a powerful heading above the salutation which conveys your strongest benefit for the readero be "you oriented;" answer "what's in it for me?" o make your first paragraph a real grabber o body copy should
expand on benefits promised by backing them up with examples of use, testimonials, productspecifications and other supporting evidenceo call for action in the letter - tell the reader exactlywhat you want him/her to doo develop a
hard hitting "P.S." - it's often the FIRST part of a letter people reado signature should be in blue
ink BROCHURE o use pictures and/or drawings to illustrate your product,making sure you show it in
use rather than sitting ona table - people want to see how they can use ito describe your company - its longevity, philosophy and customer service policieso use pictures of employees, from the shipping departmentup to the owner, so
readers can see who they're dealing with. I can't tell you how many favorable comments Iget when my photo is used in marketing materialso four-color printing on a brochure (expensive) is oftennot necessary; two colors with crisp
photos and cleancopy is usually satisfactoryLIFT LETTER o this nifty device is so cheap to produce and addsvirtually no weight that it's a crime not to use it
o use the lift note as an extra argument to sway people whoare on the fence o lift letters often have a further inducement not mentioned anywhere else in the package, a personally signed note from the President of the company,
and/or other goodreasons not stated elsewhere ORDER CARD o the order card is extremely important, as it must continue the selling process. Be sure to restate benefits to the reader, special pricing, ease of ordering,
guaranteeo because it is so important to capture the key code, using an order card which shows through a window envelope isusually the best way to go. You get back the original label and the buyer does not have to rewrite his/her
name o use all space available on the order card for selling BUSINESS REPLY ENVELOPE o there's nothing worse than to lose a sale after all the hard work you've done because there's no BRE - the cost is minimal and the
weight negligible.
