Powerful Direct Marketing Numbers

Title: Powerful Direct Marketing Numbers
Copyright 2004 by Larry Brophy
http://FindMoreBuyers.com

Direct Marketing works!

Why? It works because it's personal. It carries a
message, answers questions and gets orders. Direct Response
Marketing works because it is 'conversation in writing'.

It works because, no matter what you have heard, read or
believe ... most people look forward to personal
communication. They like being treated as a person - as an
individual.

So, if Direct Response Marketing is so powerful, how can
we as marketers use it effectively? To keep the business we
have ... to find new business?

As with most disciplines, these powerful 'Direct Marketing
Numbers' are common sense. Here's a list of a few 'Numbers'
to make your Direct Response Marketing work for you:

60 - 30 - 10
A full 60% of your Direct Marketing success is making
certain your message gets to the person who can buy what
you have to sell. It's very easy for the wrong person to
say 'no'.

An offer will be 30% of your Direct Marketing success.

What's an offer? It is a reason for your prospect to do
business with you. It's the urge to action. It's an
incentive to get your audience to raise their hand. To
indicate a willingness to talk with you. It's a reason to
respond.

The 10% remaining is creative. Not unimportant ... certainly
less important. And although it is the fun part of
marketing - without a clearly identified audience and a
sound offer - your creative has little chance of giving you
a winner.

Now, once you've clearly identified your marketplace and
put together an offer of interest - how DO you get your
Direct Marketing message read, heard, seen, understood and
acted upon?

A few more 'Powerful Numbers'...

Lucky 13
Write your message for a 13 year old reading level.

Television news, the morning newspaper and by far the
majority of our conversation is at a 13 year old reading
level.

Exceptions? Sure. The Wall Street Journal is written at a
17 year reading level.

11
Keep your opening paragraph to 11 words or less.

Yes, I did say paragraph!

Why? Because, by opening quickly you slip your reader into
your full message. Make your letter, your brochure, the
print advertisement - everything you write - easy to read.
A quick beginning helps.

14
All your sentences should average 14 words or less.

The best way to write short: use a period. Yes, every so
often insert the 'dot'. It works. And it will help you get
read.

1, 2, 3, 4 & 5
Use words of 5 letters or less. About 70% of all your
words should be 5 letter words, or less.

Why? Because they are easy to read - easy to understand.
Your message will be quickly absorbed.

The 500 most common words in English have 13,000 meanings.
No wonder we have trouble with basic communication. One
answer is to go short. It pays with results.

7
Keep ALL paragraphs to a maximum of 7 lines. Never more
than 7...and sometimes just 1 or 2. i.e., short paragraphs.

Again, why? Because a large block of copy looks tough,
even if it is not. The tactic of short makes your message
look more inviting.

1
A postscript (P.S.) is mandatory in every direct mail
letter. Because 4 of 5 of your readers will read the P.S.
first...before they read anything else in your letter.

5
Indent every paragraph 5 spaces.

This 'Number' is really physiology - not marketing. Our
eyes pull us 'in' when we see indents. They pull us to a
point - and while we're there, we read. It works. Indent
all paragraphs.

On the other side of the paragraph - the right side - use
the ragged right design. Do not justify margins! Do not
proportionally space your sentences. Ragged right increases
readership.

1/2
Whenever you go to a second page in a letter - split the
last sentence in half.

Begin it at the bottom of the first page...end it at the
top of the next page. Why? To pull-l-l-l the reader with
you. 'Make' them turn the page. Keep them reading.

The same tactic works in anything printed with columns.
Such as brochures, reply forms, print ads...anything. Split
the last sentence...the last paragraph in two. And move the
reader to the next column.

481
Be specific. The number 481 is much more specific - and
much more believable! - than saying 'almost 500'.

Odd numbers get more attention than even. Use 3 - 5 - 7 -
9 and you are more likely to be noticed. A list of 11 is
better than a list of 10. 99 or 101 ideas is better than an
even 100.

One more thing on numbers; use the number - not the word.
As I have done in this article. The number 3 or 7 is easier
to see, read and understand than the word three or seven.

30
Offers with a date work to get more action - more
response. Try a Limited Time Offer.

Good for only 30 days...or better yet, 'This offer good
only until August 31' gets action. Test making your offer a
Limited Time Offer. It can increase your response.

There are many more 'Powerful Numbers' in Direct
Marketing. This list will get you going to make your mail,
your print, your collateral materials - all your written
communication - just that much better. Good writing!