Tired of Rolling the Dice With Your Direct Marketing?

When was the last time you sent out a direct-mail piece and
DIDN’T have to cross your fingers for good luck?

How did your most recent direct-mail piece stack up against your
last five?

What does your direct-mail marketing schedule look like for the next 3 months?

If your answer to these questions started with, “Uh…well…” or “The thing is…”
KEEP READING. Because I’m about to reveal to you the first three of 10 tried,
true and tested rules International Marketer Dan Kennedy himself follows.

Now if you’re like most innovative thinkers, you’re going to buck at the idea of rules. But when you’re learning something new, or breaking old habits, following the rules is absolutely critical—at least until you get the hang of it and can begin experimenting INTELLIGENTLY.

So let’s get started.

Rule # 1: ALWAYS include an offer.
Always, always, always. Not occasionally, Not sometimes. Not every other time. ALWAYS ! If I seem a little rabid on this point, it’s only because I am. Most businesses run ads that say, “Here’s who we are; here’s what we do.” Stop! Who cares? Certainly not your prospects. All they care about is what’s in it for them. So instead of creating ads with “implied offers” (i.e. when you need us, we’ll be here), be direct.

Try something like: “For a free Termite Inspection and 12-page guide to Protecting Your Family, Property and Home from Termites, leave a message at (000) 000-0000. We’ll call you back to schedule an appointment and send your free guide by mail. No cost and no obligation.”

Rule # 2: Make the reason for contacting you compelling.
Imagine your prospect “as a gigantic somnambulant sloth, spread out on the couch, loathe to move his sleeping bulk, phone just out of reach,” as copywriter John Carlton says. It’s got to be one heck of a good reason to get him moving.

Rule # 3: Give clear instructions.
Prospects are easily confused, not because they aren’t bright but because they’re busy, overworked, overstressed and distracted. Make it easy for them. Lead your prospect down a straight path and spell out exactly what you want him to do. Tell him what to do, how to do it, when to do it and what will happen as soon as he does.

Committed to your marketing success,
Lina Penalosa
March 23, 2006