Don't
Hold Back
by Ray Jutkins
"The more you tell the more you
sell." There is no such thing as too much copy. Remember,
"Nobody reads the white space." The United Postal Service,
from a recent
Household Dairy Study, found that: "…64% of the households
don't really mind an influx of direct mail packages as long as they
are interesting." Similar results are reported by Schlenker
Research Services about outbound telemarketing. Overall 38% of
consumers
"don't really mind" receiving a telemarketing call. And the number
gets higher -47%-- with calls to those under 35 years of age. Make
your message interesting, and say all
there is to say. Never mail blank pages. Use all the space available
in a magazine or newspaper. Keep your catalog full. Say or write
enough to get the lead. Or enough to get the order. Whatever it
takes, do it.
(" Direct Marketing: How You Can Really Do It Right")