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copywriting

Are Cliches Killing Your Copy?

Did you see a recent TV commercial for Sizzler? The chef stands behind some great-looking steaks and tells us that they’re all “grilled to perfection.”nIn my opinion, the advertising copywriter who wrote that spot stopped thinking and went on autopilot. You see, “grilled to perfection” is a cliché we’ve heard a thousand times and it …Read More

How to Reach C-level Executives With Direct Mail

It isn’t easy reaching C-level. I’m talking about getting your direct mail letter through to senior executives in a corporations, the ones with the letter “C” for “Chief,” in their titles.nHere are just a few of the more common C-level titles . . .CEO – Chief Executive Officer; COO – Chief Operating Officer; CFO – …Read More

How to Begin a Winning Sales Letter

In a recent Sunday issue of the New York Times, I came upon a 12-page insert promoting The Economist, a wonderful magazine that I’ve enjoyed for years. The production values of The Economist’s slick piece, designed to attract new subscribers, were absolutely first rate. The insert featured four-color printing, attractive art direction, a terrific “free …Read More

How To Write A Letter That Gets You A Face-to-Face Meeting

It’s a simple fact. The best way to sell anything is face-to-face. When you’re literally in the room with a prospect, you can probe for areas of customer interest, read body-language, sell with emotion and personality, answer objections, and most importantly, close the sale. In the old days, the Fuller Brush man, the Avon Lady, …Read More

How To Create An Effective Self-Mailer

The two functions of an envelope are first to protect the contents stuffed inside, and second, to get opened. Teaser-copy and tricks of all kinds are used to make sure that the prospect tears the envelope opened.  With a self-mailer, you don’t face that problem. n A self-mailer is any mailing that is completely self-contained …Read More

8 Ways to Generate More Leads

In the old days (a few years ago), you could mail an envelope package or an email to a well-selected list and expect to get a fair number of orders. Today the rules have changed and, for a bunch of reasons, marketers have had to adopt a two-step selling model:nStep #1: We use direct mail, …Read More

Sell Your Offer Not Your Product

When you’re selling your product via direct mail, email, or your Web site, you’ve got to give prospects a lot of detailed product information. Why? Because if they’re going to part with their money, they’re going to want to know all the benefits, all the specs, all the nitty-gritties. When you’re asking for the sale, …Read More

How To Test Your Sales Letter

It doesn’t matter whether you use snail mail or email to reach prospects. Either way you should plan on doing some aggressive testing. Why? Because if you don’t have a testing program in place that’s dedicated to helping you beat your “control” mailing, you’re missing one of direct response’s great benefits: the ability to constantly …Read More