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04/27/2006: "Five things you can do to increase your direct mail response rate."

You can have a terrific sales letter and still your mailing can fail. There are many things that determine the success or failure of any mailing. But there are things you can do to increase your chances of success. Here are a few.

1. Offer a toll-free number. In this day and age of cheap long distance that doesn't sound like much. But it can raise your rate of return greatly. Moreover, you should use an easy one to remember. If you sell tires, try and get a number like 1-800-for-tires. Now I doubt you can get that specific number. It's just an example.

2. Test a separate order form. Many copywriters attach the order form to a brochure or letter. That's okay. But try a separate order form. This is especially great for leads and impulse buys.

3. Offer something free. Oh I know, you hear this all the time. But it works. And what works even better is if you have something with the recipient's name on it. But you can count on raising your response if you offer something free. I like to offer a free critique or something of real value. People always want something free. Give it to them.

4. Appeal to emotion first --- appeal to reason second. People buy for emotional reasons in most cases. They don't use reason. They'll justify it later by talking to a spouse or partner and explaining how it will save him time or money or whatever. Use fear, sex, love or other emotional appeal.

5. Always ask for a specific call to action. This is one, believe it or not, that most people screw up on. Tell people what you want them to do whether it's a phone call, a fax or whatever. If you leave it to them, they'll do nothing.

Try these with your next mailing. You'll notice a big difference. And if you're having a hard time with your current mailing, you need to do something. Begin with these.