Most marketers don’t know how to write a direct mail letter.
Sadly, not following some proven rules depresses response, and it’s costly.
Let me give you an important example.
I am going to tell you about the literal last word in a response-generating letter: It’s your P.S (post scriptum).
Study after study has shown that once your prospect opens your direct mail package, the first thing he or she looks at is who signed the letter. After that, their eye will automatically go to the P.S.
Your P.S. is a fantastic opportunity to clearly and dramatically tease the offer that’s in the body of your letter.
Your primary objective in a P.S. is to create curiosity and desire in your prospects to drive them to read the full letter.
You want to make your P.S. so enticing and exciting that they simply have to go back to the beginning of the letter and start reading.
Your secondary objectives are to:

  • Create the tension to respond now
  • Tell them what you want them to do
  • Provide the 900-number (or URL)

Don’t think of your P.S. as your last word. Think of it as the first place to tell your prospect how you’re about to make their life better.
If you need help crafting a knock-out letter that draws in prospects every time, give me call at (310) 212-5727 or email me at craig@cdmginc.com.
 

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