Personalize
Your Copy
by Ray Jutkins
One of direct
mail's biggest advantages over mass media is its ability to make personal
one-to-one contact with your prospect. So don't blow it by leaving out the
most personal part of your package-the letter. It doesn't have to be too
long or fancy, but you should have some kind of letter. In most cases 65%
of your response will come because of the copy in the letter. You can even
include one in your catalog and self-mailers by printing a simulated
letter or memo. Always remember, write to people not companies. People
make decisions, companies don't.
(Taken from Power Direct Marketing, by Ray Jutkins.)