As with most
disciplines, these powerful "Direct Marketing
Numbers" are common sense. Here's a list of a
few "Numbers" to make your Direct Response Marketing
work for you:
60 - 30 - 10
A full 60% of your Direct Marketing success is
making certain your message gets to the person
who can buy what you have to sell. It's very easy
for the wrong person to say "no".
An offer will be 30% of your Direct Marketing
success.
What's an offer? It is a reason for your prospect
to do business with you. It's the urge to action.
It's an incentive to get your audience to raise
their hand. To indicate a willingness to talk
with you. It's a reason to respond.
The 10% remaining is creative. Not unimportant
... certainly less important. And although it
is the fun part of marketing - without a clearly
identified audience and a sound offer - your creative
has little chance of giving you a winner.
Now, once you've clearly identified your marketplace
and put together an offer of interest - how DO
you get your Direct Marketing message read, heard,
seen, understood and acted upon?
A few more "Powerful Numbers"
Lucky 13
Write your message for a 13 year old reading level.
Television news, the morning newspaper and by
far the majority of our conversation is at a 13
year old reading level.
Exceptions? Sure. The Wall Street Journal is written
at a 17 year reading level.
11
Keep your opening paragraph to 11 words or less.
Yes, I did say paragraph!
Why? Because, by opening quickly you slip your
reader into your full message. Make your letter,
your brochure, the print advertisement - everything
you write - easy to read. A quick beginning helps.
14
All your sentences should average 14 words or
less.
The best way to write short: use a period. Yes,
every so often insert the "dot". It works. And
it will help you get read.
1, 2, 3, 4 & 5
Use words of 5 letters or less. About 70% of all
your words should be 5 letter words, or less.
Why? Because they are easy to read - easy to understand.
Your message will be quickly absorbed.
The 500 most common words in English have 13,000
meanings. No wonder we have trouble with basic
communication. One answer is to go short. It pays
with results.
7
Keep ALL paragraphs to a maximum of 7 lines. Never
more than 7...and sometimes just 1 or 2. i.e.,
short paragraphs.
Again, why? Because a large block of copy looks
tough, even if it is not. The tactic of short
makes your message look more inviting.
1
A postscript (P.S.) is mandatory in every direct
mail letter. Because 4 of 5 of your readers will
read the P.S. first ... before they read anything
else in your letter.
5
Indent every paragraph 5 spaces.
This "Number" is really physiology - not marketing.
Our eyes pull us "in" when we see indents. They
pull us to a point - and while we're there, we
read. It works. Indent all paragraphs.
On the other side of the paragraph - the right
side - use the ragged right design. Do not justify
margins! Do not proportionally space your sentences.
Ragged right increases readership.
1/2
Whenever you go to a second page in a letter -
split the last sentence in half.
Begin it at the bottom of the first page...end
it at the top of the next page. Why? To pull-l-l-l
the reader with you. "Make" them turn the page.
Keep them reading.
The same tactic works in anything printed with
columns. Such as brochures, reply forms, print
ads...anything. Split the last sentence...the
last paragraph in two. And move the reader to
the next column.
481
Be specific. The number 481 is much more specific
- and much more believable! - than saying "almost
500".
Odd numbers get more attention than even. Use
3 - 5 - 7 - 9 and you are more likely to be noticed.
A list of 11 is better than a list of 10. 99 or
101 ideas is better than an even 100.
One more thing on numbers; use the number - not
the word. As I have done in this article. The
number 3 or 7 is easier to see, read and understand
than the word three or seven.
30
Offers with a date work to get more action - more
response. Try a Limited Time Offer.
Good for only 30 days...or better yet, "This offer
good only until August 31" gets action. Test making
your offer a Limited Time Offer. It can increase
your response.
There are many more "Powerful Numbers" in Direct
Marketing. This list will get you going to make
your mail, your print, your collateral materials
- all your written communication - just that much
better. Good writing!
*Previously appeared at ArticleCity.com |
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About
the Author:
Larry Brophy has helped thousands of businesses
find more buyers for their products and services
the past 20+ years. He's the resident webmaster
at: http://findmorebuyers.com,
your TOP source of targeted sales leads.
Read additional marketing articles by Larry
Brophy at http://findmorebuyers.com/page.cfm/15 |
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| From
the Forum: |
| Cart
supporting multiple admins |
| Is their any cart available in which i can
have one Super Admin and unlimited admins, the super admin
can create admins and those admins can put their products
into the categories defined by super admin, i need this because
i have 4 or 5 clients of the same industry and i want a single
store for all of them so that they can put their products
by their own login area.
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By
Larry Brophy
