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Casual Articles - Direct Mail Response Rates Low? Eliminate These Mistakes
Many years ago, a CEO off a major conglomerate was visiting one of his businesses for a periodic business review. As the meeting was ending, he innocently asked the leader of the business to tell him again how many employees were in that business. The answer was 14,015 people.The CEO was silent for a minute or tw
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not crea
Have you ever wondered why the people in your team don’t seem as motivated as you do? Or why some people do their jobs with enthusiasm and vigor, and others barely get through the day without taking the frown off their faces?You are not alone. The topic of human motivation has been studied for hundreds of years.
LIST
You are mailing to people who are never likely to buy
You are not mailing to others in the same business who influence the buying decision
Your list is out of date
Your names and addresses are not formatted correctly for proper delivery
Your list has job titles only, not names
FORMAT
You are using the wrong format for your audience (self-mailers to professionals, for example)
Your letter and brochure are not complete sales pitches in themselves
Your liftnote or buckslip confuses your offer or main selling promise
ENVELOPE
Your envelope gives too much away, so your prospects throw it away unopened
Your mailing envelope looks like junk mail
Your package is addressed to “Occupant” and not to a person by name
MESSAGE
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not compelling
You spell your prospective customer’s name incorrectly
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not creat
When I got into business I wanted to build a company, which helped people and provide a product and service that people loved and were willing to pay for; one I would not have to sell or convince anyone of. Something that people truly wanted to extend and enhance their pursuit of happiness. I found the perfect service t
Your list is out of date
Your names and addresses are not formatted correctly for proper delivery
Your list has job titles only, not names
FORMAT
You are using the wrong format for your audience (self-mailers to professionals, for example)
Your letter and brochure are not complete sales pitches in themselves
Your liftnote or buckslip confuses your offer or main selling promise
ENVELOPE
Your envelope gives too much away, so your prospects throw it away unopened
Your mailing envelope looks like junk mail
Your package is addressed to “Occupant” and not to a person by name
MESSAGE
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not compelling
You spell your prospective customer’s name incorrectly
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not crea
Office chairs come in all shapes, sizes and colors. Ergonomics tells us about a healthy design for the office chair. Chairs can come with adjustable parts. Yet, the human body also comes in a variety of shapes and sizes.Some are tall some are short. Some require a bigger chair width and some would prefer a sm
Your letter and brochure are not complete sales pitches in themselves
Your liftnote or buckslip confuses your offer or main selling promise
ENVELOPE
Your envelope gives too much away, so your prospects throw it away unopened
Your mailing envelope looks like junk mail
Your package is addressed to “Occupant” and not to a person by name
MESSAGE
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not compelling
You spell your prospective customer’s name incorrectly
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not crea
We have all heard of the term “Information Overload”. We live in an era where we are bombarded with information – most of the time, people are trying very hard to sell something or the other through this “information.”Every product category has too many players fighting for a toehold in the prospect’s mind.
Your mailing envelope looks like junk mail
Your package is addressed to “Occupant” and not to a person by name
MESSAGE
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not compelling
You spell your prospective customer’s name incorrectly
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not crea
When you think of a railroad conductor, what is the first thing that comes to mind? Usually, it’s the guy riding in the caboose of a train. Even though the caboose has been left behind, the important job of a conductor hasn’t. The position is alive and well and both men and women are working hard at it.What exact
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not create enough desire
Your letter lacks urgency
You do not offer a guarantee
OFFER
You are offering the same thing that your competitors are offering
Your offer is not specific
Your offer is not exclusive
Your offer is not relevant
Your offer is not valuable
Your offer is not unique
Your offer is not useful
CALL TO ACTION
You do not ask for the order
You ask for the order, but too late in your letter
You conclude by saying, “If you have any questions, don’t hesitate to contact me”
You give too many ways to respond—or not enough
REPLY DEVICE
Your reply device is too cluttered
You do not tell prospects what to do to buy your product or service
Your reply device is not postage-paid
TIMING
You are mailing at the wrong time of the year
Your letter is arriving on the wrong day of the week
You are mailing too often, so prospects ignore you
You are not mailing often enough, so prospects do not remember you
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