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A letter is the most common
form of direct mail, and writing a good one isn't easy. That's why bigger
businesses often hire direct marketing professionals to create their mailings. If you choose to do it
yourself, though, you have one key advantage: No one knows your market and
prospects better than you do, except that you may know too much and risk
addressing questions that know one is asking. So, be sure that you have someone
from the outside read your message for input. First, write down the most
widespread problems your prospects face on a day-to-day basis. Begin the letter
with a question or statement that directly addresses the most pressing issue you
can think of. Immediately grabbing the reader's attention greatly increases your
letter's chances of escaping the wastebasket or delete button. Once you have
their attention, tell them how you can solve their problem with your product or
service. Use headlines that address
the prospect's problems throughout the letter to keep their attention. A good direct mail letter
engages the reader's interest in the benefits of your product or service long
enough to read your call to action. That should be at the end of your letter,
and it can take many forms. Remember your goal is to generate interest -- or,
better yet, business. Make them an offer they can't refuse. Give something of
value away in return for their response.
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Send
mail to dean@directmailmkt.com
with your questions or comments.
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