23 Feb 2008 10:51:29 | Larry Brophy
Title: Powerful Direct Marketing Numbers Copyright 2004 by Larry
Brophy http://FindMoreBuyers.com
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 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. 
