Direct marketing people are results oriented people. Everything aspect of their marketing activities must motivate a call to action – something that has to be done now by the reader – and whatever that action is it must be measurable.
One of the most important things a direct marketer can do is learn how to write a great direct response letter. When you can write an effective direct response letter – one that gets your reader emotionally involved and psychologically ready take the action you want – you are well on your way to selling your products and services.
A tried and tested blueprint for writing great a direct response letter uses a principle called AIDA.
AIDA stands for Attention, Interest, Desire, Action.
Attention:
A great sales letter must grab your readers eyeballs. It needs to capture their attention. This is done by the headline, which is the most important aspect of any direct marketing letter.
You can have a great product or service, an impeccably written sales letter, a wonderful call to action. But if people do not read past the headline they will never see them and won’t buy whatever it is that you’re selling.
Your headline should arouse curiosity. Like everything else in your direct marketing advertising copy, it’s primary job is to get the reader to read the next sentence. If you can get them to continue, your headline has done its job.
Interest:
Your copy must keep your readers interested in what you are saying. It often includes social proof in the form of testimonials. It might cite examples and case studies. Successful direct mail letters also often include one or more personalized stories about how the product or service has made positive changes in people’s lives.
Desire:
People buy based on emotion and back it up with logic. Your direct marketing goal is to make the reader want what you’re offering. You can do this by stressing the benefits of your product – what it will do for them – rather than it’s features.
Action:
This is where the rubber meets the road. This is where you ask your reader to take the next step. Often it’s to purchase what you’re selling. If you do not have a call to action you have wasted your time and money.
There are three additional elements you should include in your direct marketing mailing. They are the post script, the guarantee, and an inducement.
Post Script:
Always include a P.S. that highlights the major benefits of your product or service along with whatever incentives or bonuses your are offering. If it is available for a limited time (to create a sense of urgency) that should also be included here. A well written post script can increase your conversion rate substantially.
The Guarantee:
Bottom line is if people want their money back you should give it to them. You can use this to your advantage. Studies show that the longer your guarantee the more sales you will make. And ironically the fewer returns you will experience.
The Inducement:
Often a sale is made by the inducement or bonuses you offer. Successful direct marketers often spend as much time deciding on their bonuses as they do on the product itself.
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Wendy Moyer is a professioanl writer.