Direct Buy - The Truth About the Discount Furniture Store - By: Kim Maynard

Get the prospect to listen more - or in our case, read more in our letter - and we now have a greater chance to getting them to take a desired action.

Here are 18 proven ways you can increase readership of ones direct mail letters and achieve a much more profitable mailing campaign.

1. Make the letter look like a letter. Practically everyone is going to recognize it as some sort of "mass mailing" but create the perception of a personal letter.

2. Include a salutation. You wouldn't start a conversation without a greeting so include a salutation with your page. And assign title codes. There is nothing more impersonal than "Dear Mr. Mary Jones. " (Even if you only have title writes for half your prospects have used them. Getting 50 percent right is way better than 100% wrong.)

3. You're writing one letter to one person. Good direct mail can be an "I" to "you" channel. Not "us" and "we's. "

several. Sell benefits, not functions. You may be proud of what you're selling nevertheless letter isn't about you. Write about what's crucial for you to the reader and show them some great benefits of responding.

5. Use wide margins and increase space between paragraphs. Together with don't justify your right margins. Clean to your left, ragged to the proper.

6. Use a serif type for your letter copy - Atlanta, Courier and Times Roman are examples. Serif type has the little "feet" in the bottoom and is proven to boost reading flow and reduce eye strain - which is why your newspaper, magazines and published books use serif type. Graphic designers seem to love sans serif type but save it with regard to headlines and things people don't want read - like disclosures.

7. Usually, the letter's first paragraph and the P. S. at the end of the letter discover the most attention. Use these areas to capture the reader's particular attention and tell them the benefits of responding.

8. Don't forget, you're trying to converse, not impress. Write within a conversational style and if this consists of incomplete sentences, the use of contractions or a prepossession at the end of a sentence, so be it. As a rule with thumb, if you can't spell a word or ought to look-up its meaning, don't use it.

9. Use your words to develop an image for this reader. If the reader are able to see himself or herself in the situation you create, they will take an interest and please read on. It's like selling a residence. When you hear the prospective buyers discussing where the sofa will go, you know you've got them. Same thing here. With your words, let the reader picture how they will benefit by responding right now.

10. Use an involvement device - surveys, petitions, punch-out bridal party, samples of cloth, address labels, greeting cards, CDs - anything you can use to get the reader involved will increase readership and response.

11. Keep your paragraphs short. You want to vary your paragraph length to keep your copy interesting together with flowing. But as a rule of thumb, limit each paragraph to a maximum of 5 lines.

12. Constantly indent your paragraphs. Eye-camera studies show that indented paragraphs "catch" the eye moving down the page and make the letter more readable.

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