Improve Your Direct Mailing Response by Joe Balestrino

Many marketers spend their time trying to recruit new representatives, leaving little or no time for finding new customers. I am sure your company has a good direct mailing piece, which is fine. In case your company doesn't have one, or it is not pulling in many leads, try these useful tips.

1) You must grab the readers attention. The first line should mention your offer, FREE catalog, FREE information, discounts etc. Whatever it is, it should be in the opening line. This will keep the reader reading. If you place your offer at the end, they may never get far enough to read it!

2) Personalize the sales letter. This can be costly, but well worth it. This will make the reader feel important. Whereas a non- personalized letter will be viewed as junk mail.

3) If photocopying make sure your sales letter is CLEAR. People can not respond, if they can't read your offer!

4) Get to the point. Do not drag out your sales letter. Make it fast and to the point. Your goal is to sell your product or service, not to bore the reader with useless facts about the company.

5) Do mention important facts such as free shipping, guarantees, free gifts and other reasons why customers should buy from you.

6) Write as if you are talking TO the person. Do not talk down or generalize in your sales letter. Use words like you, me yours and our.

7) Add a mini-brochure. This will help ensure the customer that there is an actual product, as well as putting a picture to the product they are reading about.

8) Give a deadline in which the reader has to respond to your offer. This will also help the potential customer from forgetting to reply. Without it, they may put your sales letter down and never pick it up again.

9) Make it easy for them to reply, and provide several ways to do it...E-mail, toll free numbers, mailing address etc. This makes it easier for the customer, and that will help make a sale!

10) State that you are a representative of the company. Some marketers feel that stating that they are a representative may lessen their chances for a sale, but this is not true. Actually, it is the total opposite. In your sales letter, be sure to mention to the reader that having a personal representative is a HUGE benefit. They can have their questions and concerns answered at their convenience, this will save them time and money and will help you bond with your customer, giving you steady business.

Try some or all of the things mentioned above. Do a test. The next time you do a mailing, divide it into two sections. Mail half with your company's sales letter and the other with the sales letter you made using these tips. Be sure to place different tracking number on each letter. Ask the readers to give the number when they are responding. This will help determine which sales letter is pulling more requests.

Clip this article. When you receive the results of your mailing let me know. I would like to see how much these tips have improved your response rate.