24 PRINCIPLES OF marketing

1. There square measure four vital components during a "Direct Mail Package"
and close attention should be paid to each: (Before something, of
course, comes the essential "idea" since the abstract strategy
is still key.)

a) the graphics (carrier) that should be opened by reader - i.e,
"what will it look like?"
b) the offer: the means the proposition is phrased - i.e "what's
the deal?"
c) the copy: the compelling description that gets the reader to
buy or act - i.e. "how is it said?"
d) the list: the targeted audience presumably willing to shop for or
act - i.e. "who is it sent to?"

2. maybe the foremost vital part is that the list since associate degree
excellent supply, with a putting carrier and compelling copy - if
mailed to wrong list - may be a disaster. Others belive copy is
most important, however do not let ranking hassle you since every
element is very important. Take all cheap steps to induce, use and
keep the foremost correct and up=to-=date lists doable to extend
your margin of success. started a system to feature names and keep'em
current.

3. Heed "Daly's Law" - "Everything takes longer and prices more!'
So. it's knowing begin project in ample time to create all components
come together in straightforward manner. Use "reverse timetable" to plot
what must be done and once. as an example, you almost certainly would like
to order lists 1st. Then, remember the envelopes, printed
stock, alternative enclosures , etc. permit time for delivery and come
action and follow-up mailings.

4. unsolicited mail may be a exigent supervisor, thus if it fails it's
probably you WHO incomprehensible  somewhere, not the medium.. If doable,
"test" thusme or all parts of your program so you'll be able to alter
methods if required.

5. Writing compelling unsolicited mail copy solely appears easy thus
don't be deceived. Heed basic principles of writing to single
person in easy, easy manner - nonetheless with vogue. For
success, bear in mind the three "S's" of made copy are: (1)
Simplicity, (2) Sincerity, (3) Serenity. Long copy isn't
necessarily dangerous, if truth be told it will outpull short copy. specialize in main
message you plan to convey. always remember you wish action to
occur...NOW. make certain copy answers the always-asked questions:
"What's in it for me?" continually keep reader's perceived wants in
mind. Do the mandatory analysis to work out them.

6. Closely analyze your potential markets and your supply thus you
can hone lists and duplicate to focus on your approach. although you mail
by the thousands, bear in mind unsolicited mail is a lot of similar to a rifle
than a small-arm. Write your copy to be scan by one person at a
time.
7. bear in mind unsolicited mail may be a substitute sales representative.
Where associate degree in-person sales representative will instantly answer
prospects' queries and overcome objections once raised, Direct
mail copy should anticipate all aspects and insure logical points
are coated.

8. Incorporate associate degree action device - coupon, order form, reply card
or envelope, signaling - to create it straightforward for recipient to require
desired action.. Repeatedly tell recipient what action you wish
and build it easy to try and do. place nothing within the means of obtaining associate degree
order or response. Use all action devices cited.

9. A letter nearly always works higher during a unsolicited mail package
than a package - even a catalog - while not a letter. don't be concerned
if the letter repeats what is within the catalog, pamphlet or order
form. It's there for a unique purpose. The sales letter may be a
one-to-one communications to clarify and sell, to get the
recipient to act. The postscript is commonly the most-read a part of
the letter.

10. If all components of package square measure smart, it's imperative repeat
mailings be created. It's troublesome to wear out a decent list and,,
unless mailings square measure overdone, you cannot wear out your welcome.
Let applied math possibilities and also the laws of political economy add
your favor instead of permit distinction concerning creating frequent
mailings deter you. a typical error isn't to mail usually enough or
to a wider list.

11. Keep elaborated records of everything you are doing.. Follow a
"systems approach" thus you recognize what happened, once and why. That
way you'll be able to repeat successes and avoid failures. typically the
difference of a tenth of a p.c or less is all it takes to
tune a marginal performing artist into a winner.

12. Study all components of your package thus you'll be able to understand what is
working. Is it the price? The geography? The timing? The phrasing
of the offer? The list? The copy? The product? that of these
myriad components, together or while not one part, makes the
critical distinction within the return? Analyze your records closely
and regularly till you recognize why you are winning and might repeat
success.

13. Keep current with ever-changing communicating rules, rates, laws
and procedures. frequently monitor your procedures to insure
you're fully compliance. for example high-priced errors, a
frantic shopper known as once the communicating Inspector visited. We can
help with communicating issues.. Had he checked with North American nation before the
visit, the $5000 per word differential communicating value and worry most
likely might are avoided. we provide skilled
authoritative communicating experience however rarely will avert uncurbed
mistakes. sign on advance. (We will offer you with a list
of valuable communicating publications upon receipt of self-addressed, double
stamped #10 envelope.)

14. Save, subdivide and study the great unsolicited mail you get to
learn what to try and do - and perhaps what to not do. bear in mind a number of the
things that attractiveness could, in fact, be "tests" that, once results
are known, square measure failures. ne'er underestimate would like for simplicity
and complete honesty.

15. folks that take actions by mail square measure totally different from people who
don't. therefore it's knowing isolate them thus you'll be able to simply remail
with new or totally different offers. bear in mind the axiom: "People WHO obtain
by mail"...buy by mail...buy by mail..." Best lists square measure of mail
buyers of comparable merchandise or services WHO recently purchased in
same value vary.

16. Do what is necessary to create your maill stand out, even "look
peculiar" since it's to fight every kind of competition. If it
doesn't get opened, looked at, and read...there's no probability it
will bring the action you wish. Clever "teaser copy" on outside
of carrier will work wonders.

17. Wise mail merchants work differentiating between
"suspects," "prospects" and (best of all) "customers." Once they
can distinguish names on lists among those 3 classes they
are ready to succeed value efficiencies that novices will solely
dream concerning. thus keep smart records of what happens and once it
happens with mailings to a selected list with a selected
offer. make the most success.

18. Testimonials may be effective promotional tools, especially
if they are sincere and cogently specific what the common user
might feel a couple of product or service.. they are even higher once
offered by celebrities or persons well-known to the audience.
Treat testimonials just like the jewels they're and gather a lot of.

20. there isn't any such factor as a "normal" share of come
that's universally applicable across a large vary of merchandise and
services however, over time and by keeping careful records you'll be able to
determine what some norms square measure for your supply (s). Goal then is to
"beat your best"...if solely by 1/2 or 1/4 of a percent!

21. In manufacturing unsolicited mail programs these seven words could also be
cliche - however solely as a result of it's true: "Nothing is as easy because it
seems." Continual care must be exercises at each step of the
planning and abstract stage, although any step within the
conception-production method will become essential if shut
attention is not paid to what is happening. "To error is human."
Yes. i am responsive to the error however that is precise orthography of sign I
spotted in printer's window and that i reproduce it to emphasise however
vital it's that extreme care be to the current side of
production. Proofreading during a skilled manner is crucial.

22. unsolicited mail employee John Yeck earlier cautioned Pine Tree State to be
aware of these 2 "sinful" acronyms: KISS and CIPU. The first,
"Keep It easy, Sweetie" describes the way to tell your message,
while the second cautions North American nation to avoid reversion into business or
industrial jargon that "we" perceive however most everybody else
doesn't. CIPU stands for "Clear If antecedently Understood."

23. whereas the facility of Mail can long be with North American nation (even although the
nature of the mail may change) wise direct mailers
see themselves active within the fields of "direct Marketing" or
"Direct Response." They become knowledgeable of the synergistic
value from use of medium (magazines, space ads, newspaper
inserts, etc) also as electronic media (radio and/ or TV) to
supplement their mail promotional efforts. the mixture may be
powerful.

24. regularly study and be awake to what is happening during this
dynamic medium. it's going to appear that not abundant is new, once if truth be told,
there square measure delicate however vital shifts in several of the areas
delineated in every of the four components cited in theory #1.
(Our seminars, workshops and speeches purpose these intent on
sponsor's audiences.)