By Jeff Dobkin
1. Dash off a letter, then photocopy it on cheap bond and send it with a business card... and call it a direct-mail campaign. Or worse yet--photocopy your old brochure and send it with a business card and call it direct mail.
2. Expect a response of 5 percent to 8 percent, and the orders to pile in. Direct mail is a game of numbers: The difference between loss and break-even can be as small as 1/4 of 1 percent. If you're lucky, you break even. If you're good, you make money.
3. Sell your services directly from a postcard. Postcards aren't long enough for a selling proposition in the financial and insurance communities. The correct--and only--objective for a postcard is to "generate a phone call." Then you close the sale.
Jeff Dobkin is the senior copywriter at the direct response firm of Danielle Adams Publishing, in Marion, Pa. Call 610-642-1000 for his free booklet, "A 75-Point Checklist for your Direct Mail."
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