Increase
Your Response By 30%:
The Letter,
by Ray Jutkins
A
letter is the most important and most powerful part of a direct mail
package. Its pulling power is so strong there are times when the letter
can work just by itself. But is it really a letter? No it isn't. A letter
is a personal correspondence you write to one or two people. When you send
it to 10, 10,00, or 10 million people, and it's designed to sell your
product, it's really an ad. So make your letter a great one. Don't try to
write it in half an hour. It takes five to eight hours to write a tight,
crisp, one-page letter. The letter is the place to sell the benefits of
owning and using your product. This is where your powerful benefits
generate the response, which is the objective of the letter. Use short
action packed words. Flaunt your best benefits, then ask the reader for a
response in the letter copy several times. Include your signature legibly
written. Then add a P.S. that reemphasizes your best offer and asks again
for a response. Everyone reads the P.S., make it an order clincher. Allow
five to ten hours for writing, editing and layout.
(Taken from Direct Marketing)