Before you write a word, you should build
profitability into your mailing by having:
- A mailing list that reaches your best markets, and
- A strong offer that is extremely enticing to your markets.
Discuss possible mailing lists with your list professional when you begin to
plan your mailing.
Ask your list professional how to test a representative sampling of each
recommended mailing list. Use your test results to select only the most responsive lists
for your entire mailing.
For the most profitable response, have a strong offer in every mailing you make.
A direct mail offer is the inducement (or combination of inducements) that
stimulates a reader to respond now.
Examples of possible components of your offer can be a free trial of your
product, a free gift for responding, a deadline to respond in order to
qualify for the offer, and low monthly payments.
Always have as irresistible an offer as you can make, and present your offer right at
the beginning of your direct mail letter.
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