Some General Guidelines

"It ain't no sin if you crack a few laws now and then. As long as you don't break any."

"They say rules are made to be broken. I disagree. I think rules should just get bent."

Your direct mail has to be different...

Whether you're here because you want to create better direct mail yourself or you want to gain a feeling for the way it's done so you can monitor others with authority, the first thing you should know is that direct mail copy and graphics are different.

Different from general advertising. Different from direct response print and broadcast. Different from standard collateral.

Why? Because direct mail is the only medium available to you that enables you to persuade your prospects with more than words and pictures. It is the only medium that lets you use physical and psychological "magic" to get leads and/or make sales. The very paper that you print on can make a difference in your response rates ... because people can feel it ... and this tactile experience communicates something to them.

Exactly what it communicates is up to you. A rough, brown paper envelope with the right words and graphics can communicate "official business" because it looks and feels like a tax refund. A nice pastel colored textured paper, again with the right words and graphics, can communicate "personal communication" because it looks and feels like something your sister might send you.

The bottom line is, direct mail is a touchy-feely medium that empowers you to make your pitch like no other medium can. But you have to pay attention to the details. Like choosing the right paper. And making the whole package ring with truth.

To carry the "ring of truth" concept a little further, imagine this. You receive an envelope in the mail. It looks very official...like something from the IRS. Next to the window that shows your name and address is a big, bold headline that reads "FREE BALLOONS FOR THE KIDS!" What a waste. The message just doesn't belong on this envelope. It doesn't ring true. Another example might be a slick white envelope with sweepstakes-like words and graphics. Then you open it to find an offer for life insurance. Bummer. No sale.

You'll get more from your direct mail if...

You go after sales leads with simple, low cost direct mail packages. The old adage "less is more" applies here. A typical package should have an outside envelope, a short one or two page letter and a reply device. You may want to throw in a simple product flyer if seeing the product or service is important. But do not include an expensive brochure! If you tell the prospect too much, he or she will simply decide that they know enough ... and they probably won't respond.

You go after sales dollars or orders with a complete, fully illustrated package. More is more, in this case. Give complete details about your product or service ... including pictures, charts and diagrams. Tell the prospect what to do, in copious detail. It will be harder for him or her to find an excuse not to respond, that way. A typical package might include a four page letter (Yes, I said four pages! No matter what you think about people refusing to read in today's helter-skelter world, you should use the most personal component, the letter, to SELL, SELL, SELL!), a full color brochure, a "liftnote," an order form and a business reply envelope. The only exception to this that I know of is mail designed to sell magazine subscriptions. Simple kits usually work well for that ... as long as the publication is a "known entity."

You keep it as personal as possible. In today's computer driven world, there really is no excuse for sending out form letters. Personalize each letter and reply form (for tracking purposes) as long as the budget allows. Either personalize the outside envelope or use one with a window so the name and address on the letter or reply form can show through. Heck, if the mailing is small enough, you can even have messages "handwritten" on envelopes and letters! What could be more personal than that!

You sell benefits, not features. Think of it this way. If you walked into a Sears store to buy a new washing machine and two salesmen descended upon you with two completely different sales pitches for the same machine, from which would you buy? The one who says, "This chrome plated knob turns left or right, engaging the state-of-the-art microprocessor specifically programmed to turn the tub at varying speeds." Or the one who says, "Clean clothes at the touch of a button!" 'Nuff said.

You realize that cost is relative. In other words, even if you are on a tight budget, it could easily be to your advantage to invest in a more aggressive, albeit more expensive, direct mail package if the more expensive effort is likely to produce increased results that outweigh the increased cost.

You follow the rules! Direct response advertising, unlike other forms, is not so much traditional as it is riddled with rules. Rules based on measured response and recorded history. Follow them and you are almost guaranteed success. Break them and you will no doubt fail ... or at least suffer a loss ... unless ...

You know when it's O.K. to break the rules! Obviously, without innovation, there is no progress. And, direct mail progresses as fast or faster than any other form of selling. So, you have to try new things every once in a while. Knowing when to do this is another thing. For me, it's usually intuitive. I just know when one idea is better than another. Therefore, if your direct mail portfolio is thick and your intuition is finely honed, go ahead! Break the rules!