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Monday, March 06, 2000
Low-Cost Sales Letter And Reply Card
by Dr. Kevin Nunley
Experienced direct mail marketers will tell you--your best cheap direct marketing is a sales letter and reply card. This old-fashioned standard often pulls better response than even expensive color packages.
Start your sales letter with a headline that tells your reader the most important benefit she will get from your offer. You will do best if you can limit your letter to offering a single product or service.
Begin your letter with short, punchy sentences and paragraphs. Long, dense paragraphs tend to scare people off. You want to hook your reader before he drops your letter into the trash.
Include a stamp on your reply card. Some feel a busy card filled with copy looks more important, but recent tests indicate shorter copy attracts today's hurried customers. People respond to reply cards that are easy to understand, easy to complete, and easy to return.
Your reply card should also be easy to find. It is ok for it to fall out of the envelope onto the table. Don't staple it to the letter.
Dr. Kevin Nunley provides short articles on a wide variety of marketing and sales subjects. He supplies marketing advice and copywriting fast and at a low cost. Dr. Nunley is a veteran broadcaster and marketing consultant.
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