Powerful Direct Marketing Numbers

Direct Marketing works!

Why? It works because it's personal. It carries a message, answers questions and gets orders. Direct Response Marketing works because it is "conversation in writing".

It works because, no matter what you have heard, read or believe ... most people look forward to personal communication. They like being treated as a person - as an individual.

So, if Direct Response Marketing is so powerful, how can we as marketers use it effectively? To keep the business we have ... to find new business?

As with most disciplines, these powerful "Direct Marketing Numbers" are common sense. Here's a list of a few "Numbers" to make your Direct Response Marketing work for you:

60 - 30 - 10

A full 60% of your Direct Marketing success is making certain your message gets to the person who can buy what you have to sell. It's very easy for the wrong person to say "no".

An offer will be 30% of your Direct Marketing success.

What's an offer? It is a reason for your prospect to do business with you. It's the urge to action. It's an incentive to get your audience to raise their hand. To indicate a willingness to talk with you. It's a reason to respond.

The 10% remaining is creative. Not unimportant ... certainly less important. And although it is the fun part of marketing - without a clearly identified audience and a sound offer - your creative has little chance of giving you a winner.

Now, once you've clearly identified your marketplace and put together an offer of interest - how DO you get your Direct Marketing message read, heard, seen, understood and acted upon?

A few more "Powerful Numbers"

Lucky 13

Write your message for a 13 year old reading level.

Television news, the morning newspaper and by far the majority of our conversation is at a 13 year old reading level.

Exceptions? Sure. The Wall Street Journal is written at a 17 year reading level.

11

Keep your opening paragraph to 11 words or less.

Yes, I did say paragraph!

Why? Because, by opening quickly you slip your reader into your full message. Make your letter, your brochure, the print advertisement - everything you write - easy to read. A quick beginning helps.

14

All your sentences should average 14 words or less.

The best way to write short: use a period. Yes, every so often insert the "dot". It works. And it will help you get read.

1, 2, 3, 4 & 5

Use words of 5 letters or less. About 70% of all your words should be 5 letter words, or less.

Why? Because they are easy to read - easy to understand. Your message will be quickly absorbed.

The 500 most common words in English have 13,000 meanings. No wonder we have trouble with basic communication. One answer is to go short. It pays with results.

7

Keep ALL paragraphs to a maximum of 7 lines. Never more than 7...and sometimes just 1 or 2. i.e., short paragraphs.

Again, why? Because a large block of copy looks tough, even if it is not. The tactic of short makes your message look more inviting.

1

A postscript (P.S.) is mandatory in every direct mail letter. Because 4 of 5 of your readers will read the P.S. first ... before they read anything else in your letter.

5

Indent every paragraph 5 spaces.

This "Number" is really physiology - not marketing. Our eyes pull us "in" when we see indents. They pull us to a point - and while we're there, we read. It works. Indent all paragraphs.

On the other side of the paragraph - the right side - use the ragged right design. Do not justify margins! Do not proportionally space your sentences. Ragged right increases readership.

1/2

Whenever you go to a second page in a letter - split the last sentence in half.

Begin it at the bottom of the first page...end it at the top of the next page. Why? To pull-l-l-l the reader with you. "Make" them turn the page. Keep them reading.

The same tactic works in anything printed with columns. Such as brochures, reply forms, print ads...anything. Split the last sentence...the last paragraph in two. And move the reader to the next column.

481

Be specific. The number 481 is much more specific - and much more believable! - than saying "almost 500".

Odd numbers get more attention than even. Use 3 - 5 - 7 - 9 and you are more likely to be noticed. A list of 11 is better than a list of 10. 99 or 101 ideas is better than an even 100.

One more thing on numbers; use the number - not the word. As I have done in this article. The number 3 or 7 is easier to see, read and understand than the word three or seven.

30

Offers with a date work to get more action - more response. Try a Limited Time Offer.

Good for only 30 days...or better yet, "This offer good only until August 31" gets action. Test making your offer a Limited Time Offer. It can increase your response.

There are many more "Powerful Numbers" in Direct Marketing. This list will get you going to make your mail, your print, your collateral materials - all your written communication - just that much better. Good writing!

About The Author

Larry Brophy has helped thousands of businesses find more buyers for their products and services the past 20+ years. He's the resident webmaster at: http://findmorebuyers.com, your TOP source of targeted sales leads.

Read additional marketing articles by Larry Brophy at http://findmorebuyers.com/page.cfm/15

Why Most Marketing Videos Dont Work

Every now and then I will meet someone who has... Read More

Five Steps to a Web Site That Sells

I'm always amazed that people would spend months to develop... Read More

Happy Hunting!

Before you ever get on the telephone, send a marketing... Read More

Have You Sold Your Internal Customers?

You can make the sale. You know your core message.... Read More

Promotional Pen - A Pen by any other Name?

Have you ever been among a group of people exchanging... Read More

5 Ways to Upgrade Your Existing Marketing Materials for Practically Nothing!

In addition to direct marketing strategies you want to be... Read More

Want To Impress Customers, Win Clients and Influence People?

Remember the baseball cards kids traded while... Read More

Meaning and Marketing -- The Links

You know who you are and what you want and... Read More

GoogSpy: Business Counter Intelligence for Everyone

So, you want to know what your competitors are up... Read More

How to Start a Big Mail Service

A BIG MAIL SHOULD CONTAIN:At least three to four Mail... Read More

Maximize Your Lead Generation Efforts by Recycling Your Leads

The basic lead generation process is pretty much the same... Read More

Viral Marketing with a Powerful Twist

What would you do with 500, 1000 or more additional... Read More

Why Smart People Dont Know How to Market

As an educated professional, your success is based on what... Read More

First to Market Theory

AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More

10 Important Steps to Mail Order Success

There are a number of difficulties a beginning entrepreneur may... Read More

The 5 Minute Marketing Plan

If I were to ask you right now, what marketing... Read More

Why Referral Business Is So Valuable

With so much money invested on innefective advertising, it's time... Read More

The Marketing Funnel: Simple, Effective Marketing Strategy

No matter if you're publishing your first book or producing... Read More

Website Promotion Strategies For Targeted Web Site Traffic

If you're looking to drive more targeted traffic to your... Read More

Increase Your Profits Through Customer Loyalty

The job of convincing your existing customers to spend higher... Read More

Business Marketing For Consultants, Coaches, Speakers, and Trainers: How To Be Noticed and Trusted

Business marketing is essential for professional services, such as consultants,... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More

A Tool For Selling New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

To All Internet Marketers - How To Get My Business?

More and more people are realizing that the Internet offers... Read More

What You Must Know When Marketing Your Business

Marketing is both an art and a science. Anyone who... Read More