Checks in the Mail

Author and direct marketing guru Denny Hatch offers valuable tips and checklists for creating successful mailers at his Web site www.dennyhatch.com. The following is derived from his “Method Marketer’s Basic 20-Point Checklist,” and the tool can be used to sharpen any direct mail campaign’s materials.

1. Make sure the sales pitch employs at least one of the following seven key copy drivers (and preferably all seven): fear; guilt; flattery; exclusivity; greed; anger; and salvation.

2. The 13 most powerful and evocative words in the English language are: “discovery”; “easy”; “free”; “guarantee”; “health”; “love”; “money”; “new”; “proven”; “results”; “safety”; “save”; and “you.” Insert them wherever possible in the copy.

3. If the sales pitch contains the words “we,” “us” or “our(s)”, get rid of them.

4. The sales pitch should be emotional, rather than analytical and highly rational.

5. Remember, prospects only care about what’s in it for them. Don’t emphasize your company or yourself over your product.

6. As quoted in MBA magazine, “People want quarter-inch holes, not quarter-inch drills.” The sales pitch must highlight the benefits of products and services for consumers.

7. Freelance copywriter Jack Maxson said, “Your job is to sell, not entertain.” Nigel Rowe, author, said, “Cute and clever simply don’t work.” Make sure your presentation is not cute, clever or entertaining.

8. Make an offer.

9. Do not give prospects too many choices.

10. Said marketing expert Claude Hopkins, “The right offer should be so attractive that only a lunatic would say ‘No.’” Make the strongest offer you can field.

11. The company name and address should appear on every piece in the promotion.

12. Include a guarantee of satisfaction.

13. Include testimonials from happy customers or donors.

14. Have a built-in mechanism that allows readers to respond.

15. Make it easy to respond.