Here 10 Direct Mail Variables To Consider - Can You Add Some More ?

[Edwin De leon]

.It is an art in the sense that there are many variables to test when doing direct mailing, and if you do not have the patience, money, know how with those those variables it can hurt you big time and can "Sink you before you even start to Sail"

Here are some to get the ball rolling, and maybe more to come from others here who know more them me in this area since I have no experience with mailings.

10 Variables To Consider:
* The list, get the wrong one you are fried
* Color paper
* Hand written or not
* Fonts
* Sales Copy ( crucial )
* Hypnotic Headline
* Addressed or Unaddressed envelope
* The type of list you buy ( crucial )
* Doing split tests
* Control pieces

[Dale Osborn]

Here are a few items I found squirreled away in some real estate notes I had taken years ago:

1. Emphasize your unique service.
2. Stress benefits.
3. Make the mailing piece cohesive.
4. Offer a premium.
5. Use a letter.
6. Use a P.S.
7. Include a response mechanism.
8. Back up your claim.
9. Be personal.
10. Be Simple.
11. Have a strategy.
12. Review the copy.
13. Use Standard paper sizes.
14. Make copy interesting.
15. Consider visual appeal.
16. Grab your reader.
17. Use enclosures.
18. Use stamps.
19. Watch design.
20. Test...test...test.
21. Choose words carefully.
22. Appeal to the emotions.
23. Show action.
24. Long copy works.
25. A picture is worth 1,000 words.

Direct Mail Advertising Strengths:
1. Selectivity: Targeted audience, message and offer.
2. Accountability: cost per inquiry and cost per sale.
3. Flexibility: Seasonal, Regional, Message Length/Offer.
4. Easier/less expensive to test offers, messages & audiences.

Direct Mail Advertising Weaknesses:
1. High cost per unit: paper, postage, etc.
2. High cost per thousand prospects.
3. Low intrusiveness/impact: Only seconds to attract attention.
4. High cost per unit and per thousand prospects.
5. Needs very controlled measurement/testing = very small differences.

Response Marketing:
1. Give them information that is valuable to them.
2. Open to them. Speak to them about their outcomes.
3. Benefit then Feature.
4. Write about them. get your ego out of the material.
5. Write ME to YOU direct.
6. Don't ask questions.
7. Offer a credible service or idea.
8. Use Language they understand.
9. Don't use the word "IF".
0. Use testimonials that are specific and credible.
1. Give them a performance guarantee or warranty.
2. Ask for the order NOW.
3. Give them a really good reason to act now.
4. Fear of loss if they do not respond.
5. Write to their needs, not yours.
6. You need at least 5 contacts or mailings.
7. Write in present tense, not future.
8. Well qualified prospects only.
9. Always follow all mailings with a telephone call the following week.
0. Telemarket after a direct mail out.

Perhaps some of these were what you were fishing for?

I like Bryan's simple list plus one:

Select your target market.
List of addresses for your target market.
Package directed to your target market.
Copy to get attention of target market.