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Let's make 2014 the year you put the power of motivating copywriting to work for you. Seriously . . . is your web, email, and direct-mail copy making you as much money as it could? Here's your chance to put me to work for you in 2014!
to see the kind of results I get for Microsoft, Hewlett-Packard, Apple, Intuit, Intel, and a bunch of other great companies, large and small, tech and non-tech.
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And now, on to some thoughts about how to improve the flyers you use in your direct mail packages . . .
It may come as a surprise, but snail-mail still exists. And direct mail is still a great way to make sales -- especially because there's less clutter in the prospect's mail box.
So, what are the elements you need to include in a winning direct mail package?
Well, certainly the letter is the most important element in any package. But don't forget the flyer. It's crucially important too!
Whether you call it a flyer, circular, or brochure, make sure it's doing its job -- laying out all the features and benefits of your product or service and giving the prospect compelling reasons to order immediately.
Here are nine ways to improve the pulling power of your next flyer:
1. Keep the cover simple.
Forget about trying to do too much on the front cover. All you need on that surface is one clean, clear concept that positions the material that's about to follow. Stay away from the clichés that everybody else is cranking out. Please. No more "committed to service", "dedicated to meeting your needs," etc.
2. Tell the whole story.
The flyer's the place to do a total selling job. You simply can't do it in the letter. There just isn't room unless you're willing to go with a really long letter, and these days letters rarely exceed two page. The flyer is the place to explain the product in detail, overcome objections, and ask for the sale.
3. Restate the offer.
Don't worry about being repetitious. You can't be certain which piece will be read first no matter how everything is nested and comes out of the envelope. That's why you want to tell the whole story on each and every piece in the package - even on the Business Reply Card. In fact, especially on the Business Reply Card. (Readers often grab the BRC first because they figure they'll get to the punch line fast and not have to wade through your entire letter. If the offer is of interest, they'll go on and read what you've got to say.)
4. Make certain your headline refers to the offer you're making.
Don't get cute. Just make your offer crystal clear and you'll laugh all the way to the bank. Presumably you're making a terrific offer that will benefit the prospect. Then don't hide it. Put it up where it will get noticed.
5. Don't forget the subheadlines.
They're a great way to break up copy and give the reader a chance to see where you're headed if they don't want to read every single word of body copy. A subheadline can make an emphatic statement, ask a question, be playful or serious as the situation requires.
6. You can use a box for added impact.
Everything doesn't have to flow in long columns of type. It's often nice to drop some important information (like a Question & Answer section) into a one-point, fine-ruled box. It gives the piece some extra visual interest. Use a drop-in box to highlight material. Maybe it's the perfect place to put your testimonials.
7. Make sure the flyer's "look" is a match for the target audience.
Obvious but often overlooked. If you're selling a low-end CAD program to a casual computer user, your flyer will look different than if you're selling a high-priced network diagnostic tool to an IT Vice President. The important point: Each flyer must capture the personality of the product.
8. Use graphics the right way.
Make sure photography shows the product to best advantage. If you're selling software, don't settle for shots of the box or the screen. humanize your piece with some photos of people using the product. Another thing you can do to enliven your flyer is to put a talented illustrator or cartoonist to work to brighten things up. She or he can add a lot of punch and pizzazz to your flyer, envelope, BRC, you name it.
9. Don't forget the "extras" that make flyers interesting.
Why not add a testimonial section, a rave reviews/awards section, or a Questions & Answers unit that deals with the prospect's concerns? Copy research proves that your customers love Q. & A.'s and read them with a great deal of interest.
The takeaway message this month? Don't forget that although your sales letter is the most important part of any direct mail package, your flyer is a close second. Don't rush it through production or settle for something just because it's sitting on your shelf. Do a solid, comprehensive job that really explains and sells your product and you'll dramatically improve response rates.