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www.dennyhatch.com.<%2Fa>%20The%20following%20is%20derived%20from%20his%20“Method%20Marketer’s%20Basic%2020-Point%20Checklist,”%20and%20the%20tool%20can%20be%20used%20to%20sharpen%20any%20direct%20mail%20campaign’s%20materials.%201.%20Make%20sure%20the%20sales%20pitch%20employs%20at%20least%20one%20of%20the%20following%20seven%20key%20copy%20drivers%20(and%20preferably%20all%20seven)%3A%20fear;%20guilt;%20flattery;%20exclusivity;%20greed;%20anger;%20and%20salvation.%202.%20The%2013%20most%20powerful%20and%20evocative%20words%20in%20the%20English%20language%20are%3A%20“discovery”;%20“easy”;%20“free”;%20“guarantee”;%20“health”;%20“love”;%20“money”;%20“new”;%20“proven”;%20“results”;%20“safety”;%20“save”;%20and%20“you.”%20Insert%20them%0D%0A%0D%0Ahttps%3A%2F%2Fwww.goprintandpromo.com%2Farticle%2Fchecks-mail-47398%2F" target="_blank" class="email" data-post-id="5794" type="icon_link">
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17. Be ready to send out material immediately to all respondents.
18. Shipments (when applicable) should include absolutely foolproof instructions.
19. If the promotional effort is successful, be sure you can turn on a dime and immediately go out with it again to new prospects.
20. Devote 20 percent of marketing budgets to testing.
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