Making Direct Mail Work

 
 
  
 
 
 
 
  

First time

It went poorly: aim

Be clear on what  you want to achieve - calls, sales, requests for a free CD, website visits...

Many people will answer - "well all of those will be fine" - but in fact they are not fine, because you can really only achieve success when you have one primary aim and you advertise that.  If you want phone calls, make phone calls your big issue, have the phone number on every page and tell people why they should phone you.

If you want sales, give people an order form, a fax number, a phone number (if you take orders on the phone) and an email address - in short give them every opportunity to place an order.

Throughout all your writing focus on your aim, and when you have finished ask a colleague what he or she gets out of your promotion.  If it is not close to your original aim, then you need to do some more work.

 

 

 
 
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