Here are proven techniques that boost response. They’ve been tested by David Avrick, President of Avrick Direct, Inc., and his staff of experienced marketers.
- The word you want to use is “you.” Stay away from first-person singular — “I,” “we,” “us.”
- Don’t save the best for last. State the primary benefit right away.
- People don’t care about features. They care about how they’ll benefit from them.
- Say “lose 30 pounds in 30 days,” don’t start with a story about how great they’ll look.
- “Free” is the magic word. Create something that’s free — but don’t make it a conditional free like, “buy 12 ounces, get 4 ounces free.”
- Have a call-to-action. Posting a 1-800 number isn’t the same as saying, “Call today while the color you want is still in stock.”
- If your product works like you say it does, why doesn’t the prospect have a guarantee from you?
- Create a situation where the buyer is absolutely not at risk.
- In 25 years, I’ve never done a mailing with a sweepstakes that was outpulled by the same offer without a sweepstakes.
- Convert “subscription” offers into “membership” offers — they’ll renew 10% better. People would rather join than subscribe.
- The bigger the envelope, the better it’ll perform.
- Unique formats (pop-ups, rub-offs, pull tabs, etc.) always work.
- Offer installment payments. You’ll see a 15% lift if the product sells for $15 or more.
- If you’re mailing first class, don’t keep it a secret. Be sure the envelope is clearly printed “First Class.”
- Personalize. I love seeing my name in print. I love my name. I can’t see it enough.
- Never write a letter without a PS. It’s the first thing prospects jump to. Use it to restate the benefit.
- Make it easy to respond by including toll-free numbers, prepaid envelopes, etc.
- Seventy percent of your words should be five or fewer letters long.
- Do underline important phrases and words.
Source: A presentation by David Avrick at this year’s DM Days Conference & Expo in New York.
