If you want to select the best possible mailing list, you will want to do your homework. If you’ve done any direct mail testing in the past and have seen your advertising dollars go to waste, then more than likely your problem was in 1 or more of these 3 areas:
1) Your mailing list
2) Your offer
3) Your sales letter
The offer and the mailing list is easy to come up with. But your sales letter is probably something that you will want to get some assistance with. If you’re not a master copywriter and have never written a piece of sales letter copy in your life, then you may want to hire a professional copywriter to write the sales letter for you.
On the other hand, if you want to learn copywriting on your own, then you will want to get yourself something called a “swipe file”. A swipe file is a collection of successful ads and sales letters that you can use to emulate, and create ads from scratch. You don’t want to copy these ads – all you want to do is use them as a guide when creating your own sales letter.
Writing a sales letter isn’t hard. There are all kind of programs on the internet about how to write a good sales letter, so you’re not limited in your knowledge on the subject. Depending on what you’re selling, your sales letter can be from only 1-page long… all the way up to 20-pages long (or even more!) Like I said, it’s all about what it is that you’re selling.
After you have created your sales letter, it’s time to put it to the test. It’s time to run a direct mail campaign with the 3 critical areas above covered. You really want to make sure that your list is on point. You don’t want to sell snow tires to people who live in sunny Phoenix, AZ. Even in the winter time the temperature there is around 80 degrees, so this wouldn’t be a good list to mail to.
But I will trust your judgment and hope that you know how to select a list that will generate response, and that will help you to land the perfect offer to the perfect prospect at the perfect time. This is what direct mail marketing is all about, and the more you do it, the more you’ll be able to make more money with it.
Stay away from list brokers. Some of them are there to help you, but most are just looking for a commission. So if you plan on using a list broker, try your best to find someone who will get you a great list, and only deal with this person each and every time you plan on renting a mailing list.
With that being said, direct mail is still a great way to make more money in your business without spending a fortune to do so. Hopefully you’re selling a high priced product so that your profits can be extraordinary. But if you are selling a high priced product, make sure you run a list that has paid $200 – $400 within the past 30 days. This is a quick tip that can make the campaign work even better.