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Putting Direct Mail to use

Direct mail messages should ideally ask for some kind of response, though this is not always necessary.  Still, always consider how a response to something you intend mailing out will help make your sales approaches more profitable.  Because it provides you with a measurement of interest, it’s an ideal way of finding out where your […]

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Formats for Direct Mail

These are the ways in which you can present your direct communications to your prospects … BUT, the result is going to be affected by your message or offer, not merely its presentation. Still, an attractive package obviously influences its chances of being opened and read.  You talk to your reader with every element of […]

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Direct Mail Letters

You’ve no doubt seen enough examples of direct mail letters in your own mail to know they appear somewhat different to the standard business letter.  That’s because they have a very different job to do – they have to sell! Don’t, however, feel obliged to be “weird and wonderful” if you feel that approach is […]

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How to Write Sales Letters

Remember that good copy is not what you want to say about your products or services … it’s what your customer gets out of them. No matter if what you are about to communicate concerns a product or service, information or a request for details, you have to know the strongest appeal it holds for […]

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The Envelope

Although the appearance of your envelope can help get it opened, beware of being “over-enthusiastic” with glitzy designs or teaser messages.  If your message or offer doesn’t live up to what the envelope promises, the reader might feel disappointed and frustrated.  That’ll count against a response. For business communications, it’s better to be conservative.  Plain […]

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Checklist for Letters

Is the quality of paper you’re using acceptable? Have you printed on one side only?  If not, rather go an extra page. Is there sufficient personalisation? Is the most powerful benefit or strongest aspect of your offer stated at the start? Is your offer repeated in the letter, and in different ways?  Is the offer […]

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Business Card Etiquette

Understanding and respecting foreign culture and customs can go a long way to making an overseas business trip more successful. Being forearmed with knowledge can help avoid embarrassment and giving offence. In Japan, for instance, the individual is represented by his business card and it’s essential that you treat the card itself with the required […]

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Advertising Frequency

How often should you advertise? Obviously, that’s going to depend on the specific campaign you have in mind, your business objectives, stock, and the market situation. But, it’s worth bearing in mind that the point of advertising is to get people to read the advertisement and to elicit from them the desired response. Just because […]

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Advertising Snipes

A method of attracting attention and supporting a headline is using what advertisers call SNIPES. They are different to a sub-head which supports the headline, in that they provide an additional call to action. Snipes are often set at an angle across the top of the advert and are a quick way of offering an […]

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Headlines

The advertising headline Your headline is where you convey a sense of drama and urgency — preferably using positive statements. The feeling you want to instil in the reader is that he will miss something if he does not read on. Don’t waste this space by filling it with your company name and address – […]

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