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ASK
FOR ACTION
Tell
your reader exactly what you want
busy
to work at being a mind-reader.
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OFFER
OODLES OF FREE INFORMATION
Describe
your brochure or catalog fully.
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PROMOTE
HIGH PERCEIVED VALUE
Guard
against selfishness.
"product
guide" usually will produce better
results than entitling it a
"catalog." "Planning
kit" is better than the self-centered
"sales brochure "
|
INCLUDE
ADDRESS, PHONE, URL AND EMAIL + TOLL FREE #
Make
it easy for your reader to respond.
Print
your contact information prominently under
the last paragraph of your copy beneath your
logotype and
inside
your coupon. Do toll-free phone numbers work
better than the common garden variety
digits? Yes.
DOOR
HANGER SALE
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COUPON
IS VITAL
A
coupon in a print advertisement will
additional
cost.
Make
your coupon big - so your reader
reply
information in Flyspeck #4.
Put
a positive headline at the top.
And
give your reader multiple options
curiosity-boosting
choices
|
TEST
- TEST AND TEST AGAIN
You
are not your customer. The direct mail or
space advertisement you, your wife, or your
secretary love will fail to make your
customers' toenails twinkle at least half
the time. So keep track of your results, and
respect what the numbers are trying to tell
you.
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stress
benefits
Cute,
clever copy often obscures the
benefits
you are offering to potential customers.
They respond much more to what
good they can expect to receive
from
you than to your mastery of witty
language.
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