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The Direct Action Letter
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Direct Action Letter OKDALMW.doc |
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Important Note:
Please be sure to save the template to your hard drive; then open the file from within Word before making your own changes.
With the right product or service, a fine-tuned offer and a well-defined list of prospects, there is nothing more efficient and effective than direct mail to create leads and orders.
The Direct Action Letter will help you make your pitch and ask for action - specifically, to return the attached coupon. There are two basic ways to use it - the letter alone to generate leads or as part of a more comprehensive package to ask for the order whether you have the time or not.
As a lead generator, use the headline and text to spark interest rather than to tell the whole story. Use the coupon to invite your prospect to request more detailed information or a trial of your product or service. Mail the finished letter in a
To compose a letter that asks for the order you need to answer all of your prospect's potential questions. This kind of package typically includes, at a minimum, a multi-page letter, the BRM envelope, and a brochure or flyer that shows and tells about your product or service.
There are as many theories about how to write a direct mail letter as there are writers - so it pays to do your homework. You are likely to find several books on the subject in your local library. Like any other marketing message, the focus should be on benefits, not features. And for a mailing that asks for the order, you should use long copy versus short copy - in the case of a moderately complex concept, as many as four pages is not out of the ordinary.
The example shows how a software manufacturer might offer a cooking program to computer users. This version would be accompanied by a brochure or flyer. Print your version on white or a bright color and accordian fold it so that the headline and coupon are outside.
The beauty of a simple mailer like this is that you can afford to test several versions on small groups before you invest in a full-blown campaign. Get your feet wet with a mailing of a few hundred pieces and build from there. Experiement with different copy and offers and see which combination gets the best response.
All templates are compatible with the C5000 Series, C7000 Series and C9000 Series digital color printers from OKI® Printing Solutions.
Template design by: Chuck Green, Logic Arts (804-266-7996,
www.ideabook.com);
Impact, Adobe Systems (800-68-ADOBE,
www.adobe.com);
Food illustration: Softstrokes collection, Dynamic Graphics (1-800-255-8800,
www.dgusa.com
Microsoft, PowerPoint, Microsoft Word and Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.
