by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
Direct mail marketing rules are made to be broken, or so I’m told. So break this one and see what happens. Direct mail pundits, me included, recommend that all your direct mail pieces have an offer. The offer, as you know, is the incentive that you give...
by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
You’ll make more money in direct mail by selling to fewer people. The Sears and Roebuck direct mail catalog made money by selling everything to everybody until niche marketers arrived. Today, if you want to buy a parka for that trip to Peru, you shop from the L....
by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
When I served in the British Special Forces, I learned a lesson from a sniper that applies directly to your success at direct mail marketing. I had a buddy in my Reconnaissance Troop who could kill a man at 800 metres with one bullet, even if the man was walking....
by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
If your direct mail lead generation campaigns are typical, the majority of people who respond to your sales letters aren’t ready to buy. That’s why one of the most important tasks in direct response lead generation is qualifying every inquiry, assigning it...
by Alan Sharpe | May 18, 2016 | Advertising, Copywriting, Direct Mail, Lead Generation
How can you know if your direct mail sales letter is ready to mail? Check it against these guidelines from Don Kanter, the US direct mail specialist. 1. Does the writer know the product? Has the writer dug out every selling point and benefit? Has the writer...
by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
If you want to improve your sales letters, read movie reviews. One of the most common criticisms brought against new movies is that the characters are wooden and one-dimensional. Their actions are predictable. Their speech is predictable. Remember this when you decide...
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