Powerful,Direct,Marketing,Numb marketing Powerful Direct Marketing Numbers

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Title: Powerful Direct Marketing NumbersCopyright 2004 by Larry Brophyhttp://FindMoreBuyers.comDirect Marketing works! Why? It works because it's personal. It carries amessage, answers questions and gets orders. Direct ResponseMarketing works because it is 'conversation in writing'. It works because, no matter what you have heard, read orbelieve ... most people look forward to personalcommunication. They like being treated as a person - as anindividual.So, if Direct Response Marketing is so powerful, how canwe as marketers use it effectively? To keep the business wehave ... to find new business?As with most disciplines, these powerful 'Direct MarketingNumbers' are common sense. Here's a list of a few 'Numbers'to make your Direct Response Marketing work for you:60 - 30 - 10A full 60% of your Direct Marketing success is makingcertain your message gets to the person who can buy whatyou have to sell. It's very easy for the wrong person tosay 'no'.An offer will be 30% of your Direct Marketing success.What's an offer? It is a reason for your prospect to dobusiness with you. It's the urge to action. It's anincentive to get your audience to raise their hand. Toindicate a willingness to talk with you. It's a reason torespond.The 10% remaining is creative. Not unimportant ... certainlyless important. And although it is the fun part ofmarketing - without a clearly identified audience and asound offer - your creative has little chance of giving youa winner.Now, once you've clearly identified your marketplace andput together an offer of interest - how DO you get yourDirect Marketing message read, heard, seen, understood andacted upon?A few more 'Powerful Numbers'...Lucky 13Write your message for a 13 year old reading level.Television news, the morning newspaper and by far themajority of our conversation is at a 13 year old readinglevel. Exceptions? Sure. The Wall Street Journal is written at a17 year reading level.11Keep your opening paragraph to 11 words or less.Yes, I did say paragraph!Why? Because, by opening quickly you slip your reader intoyour full message. Make your letter, your brochure, theprint advertisement - everything you write - easy to read.A quick beginning helps.14All your sentences should average 14 words or less.The best way to write short: use a period. Yes, every sooften insert the 'dot'. It works. And it will help you getread.1, 2, 3, 4 & 5Use words of 5 letters or less. About 70% of all yourwords 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. Oneanswer is to go short. It pays with results.7Keep ALL paragraphs to a maximum of 7 lines. Never morethan 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 messagelook more inviting.1A postscript (P.S.) is mandatory in every direct mailletter. Because 4 of 5 of your readers will read the P.S.first...before they read anything else in your letter.5Indent every paragraph 5 spaces.This 'Number' is really physiology - not marketing. Oureyes pull us 'in' when we see indents. They pull us to apoint - and while we're there, we read. It works. Indentall paragraphs.On the other side of the paragraph - the right side - usethe ragged right design. Do not justify margins! Do notproportionally space your sentences. Ragged right increasesreadership.1/2Whenever you go to a second page in a letter - split thelast sentence in half.Begin it at the bottom of the first page...end it at thetop of the next page. Why? To pull-l-l-l the reader withyou. '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. Splitthe last sentence...the last paragraph in two. And move thereader to the next column.481Be specific. The number 481 is much more specific - andmuch 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 isbetter than a list of 10. 99 or 101 ideas is better than aneven 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 easierto see, read and understand than the word three or seven.30Offers with a date work to get more action - moreresponse. Try a Limited Time Offer.Good for only 30 days...or better yet, 'This offer goodonly until August 31' gets action. Test making your offer aLimited Time Offer. It can increase your response.There are many more 'Powerful Numbers' in DirectMarketing. This list will get you going to make your mail,your print, your collateral materials - all your writtencommunication - just that much better. Good writing! Article Tags: Powerful Direct Marketing, Powerful Direct, Direct Marketing, Works Because