Making Direct Mail Work for You: Get Great Results from All by Peter Arnold

By Peter Arnold

Unsolicited mail is a confirmed and potent approach to merchandising for many kinds of association, huge or small. This publication units out, in an easy and photo method, precisely tips on how to begin and run your individual unsolicited mail procedure. It additionally exhibits the best way to steer clear of the pitfalls and maximize effectiveness and potency.

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Deciding Your 'Tone of Voice' Having considered all the factors abovewhere you fit into your marketplace, who your best prospects are likely to be, how often and just when you are likely to mail, and approximately how much you intend to spend on each piece of mailing materialyou can start thinking about what form your mailers will take. Will you be producing glossy, high-quality mailers? Or is a strictly business-letter approach more appropriate for your market? Are you going to be highly selective in your choice of recipients Page 26 (in which case the unit cost of each mailer can be comparatively high)?

You may have to plan on taking on extra temporary help, which will, of course, affect your budget. Similarly, you have to make sure that the replies you receive are processed efficiently. Nothing affects a potential sale worse than a tardy, uninformed or generally amateurish follow-up to a lead given to you in good faith. For all you know, your prospect's need might be urgent. Or it might be an 'impulse' return which could well be forgotten three days after it's sent to you. Make sure you can handle the replies you get.

These mundane things don't just happen by themselves: they need to be planned for. You may have to plan on taking on extra temporary help, which will, of course, affect your budget. Similarly, you have to make sure that the replies you receive are processed efficiently. Nothing affects a potential sale worse than a tardy, uninformed or generally amateurish follow-up to a lead given to you in good faith. For all you know, your prospect's need might be urgent. Or it might be an 'impulse' return which could well be forgotten three days after it's sent to you.

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