24 PRINCIPLES OF DIRECT MARKETING

1. There are four important elements in a "Direct Mail Package"
and close attention must be paid to each: (Before anything, of 
course, comes the essential "idea" since the conceptual strategy 
is still key.)

a) the graphics (carrier) which must be opened by reader - i.e, 
"what does it look like?"
b) the offer: the way the proposition is phrased - i.e "what's 
the deal?"
c) the copy: the compelling description that gets the reader to 
buy or act - i.e. "how is it said?"
d) the list: the targeted audience most likely willing to buy or 
act - i.e. "who is it sent to?"

2. Perhaps the most important element is the list since an 
excellent offer, with a striking carrier and compelling copy - if
mailed to wrong list - can be a disaster. Others belive copy is 
most important, but don't let ranking bother you since each 
element is important. Take all reasonable steps to get, use and 
keep the most accurate and up=to-=date lists possible to increase
your margin of success. Set up a system to add names and keep'em 
current.

3. Heed "Daly's Law" - "Everything takes longer and costs more!' 
So. it's wise to start project in ample time to make all elements
come together in easy manner. Use "reverse timetable" to plot 
what needs to be done and when. For instance, you probably need 
to order lists first. Then, don't forget the envelopes, printed 
stock, other enclosures , etc. Allow time for delivery and return
action plus follow-up mailings.

4. Direct Mail is a demanding taskmaster, so if it fails it's 
probably you who missed somewhere, not the medium.. If possible, 
"test" some or all portions of your program so you can alter 
methods if needed.

5. Writing compelling  Direct Mail copy only seems simple so 
don't be deceived. Heed basic principles of writing to single 
person in simple, straightforward manner - yet with style. For 
success, remember the 3 "S's" of successful copy are: (1) 
Simplicity, (2) Sincerity, (3) Serenity. Long copy is not 
necessarily bad, in fact it can outpull short copy. Focus on main
message you intend to convey. Never forget you want action to 
occur...NOW. Be sure copy answers the always-asked questions: 
"What's in it for me?" Always keep reader's perceived needs in 
mind. Do the necessary research to determine them.

6. Closely analyze your potential markets and your offer so you 
can hone lists and copy to target your approach. Though you mail 
by the thousands, remember Direct Mail is more akin to a rifle 
than a shotgun. Write your copy to be read by one person at a 
time.
7. Remember Direct Mail is a substitute sales representative. 
Where an in-person sales representative can immediately answer 
prospects' questions and overcome objections when raised, Direct 
mail copy must anticipate all aspects and insure logical points 
are covered.

8. Incorporate an action device - coupon, order form, reply card 
or envelope, phone number - to make it easy for recipient to take
desired action.. Repeatedly tell recipient what action you want 
and make it simple to do. Put nothing in the way of getting an 
order or response. Use all action devices cited.

9. A letter almost always works better in a Direct Mail package 
than a package - even a catalog - without a letter. Don't worry 
if the letter repeats what's in the catalog, brochure or order 
form. It's there for a different purpose. The sales letter is a 
one-to-one communications to explain and sell, to get the 
recipient to act. The postscript is often the most-read part of 
the letter.
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24 PRINCIPLES OF DIRECT MARKETING

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