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Does anyone have experience in producing a direct mail brochure?

Fred Chevry

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The goal of my mail package is to turn leads into prospects by getting them to claim a free trial of my service. I would like to ask a few quick questions to someone who has done it before. Any help would be appreciated.

I've read books on the topic, but I'd like to hear from someone who has some first hand experience.

Thanks!
 
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ZCP

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Rephrase your question..... talk about what you have done, what has worked or not worked, what research you have already done, what things you are thinking of trying, post a few examples, etc.

Give to get.
 

Fred Chevry

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Rephrase your question..... talk about what you have done, what has worked or not worked, what research you have already done, what things you are thinking of trying, post a few examples, etc.

Give to get.
I'm sorry you're right, I copied the wrong headline. Post Edited!

Do you have any experience?
 
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Walter Hay

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You say you are planning to send a mail package, so I assume there is a covering letter.

Yes, in my B2B importing business I had a phenomenal direct mail conversion rate. Knowing that you have read books on the topic. I suppose you know the basic rule that the headline is of vital importance.

The headline must make the recipient want to read on. Clickbait type headlines can be a severe let-down, so make the headline truly relevant but intriguing.

My all time-best was one that my wife was horrified at. It was not obscene or unpleasant in any way. After all I was writing to senior executives, but the headline content was contrary to good business practice, and suggested that my company's attitude was not what one would expect. They simply had to read on to know why some idiot would send them such a letter.

As they read on, the text totally reversed the headline impression. Sales from that mailshot were huge.

The second rule you have probably noted is that you should use a postscript. The content of your P.S. can be the biggest factor in conversions. I always had my postscripts printed so that they looked exactly like handwriting. I didn't use any handwriting style font, instead I hand wrote and the printer copied that. It's hard to resist the temptation to read a real handwritten postscript.

Walter
 

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