Clear Advantage

10 Steps To Boost Direct-Mail Profits

1. Decide exactly who your target audience is.

2. Determine what action you want the reader to take.

3. Create an outer envelope or other packaging to entice people to open it and study the contents.

4. Come up with an offer your prospects can't ignore.

5. Write a headline and a postscript that compel prospects to read the letter.

6. Explain the results your offer will deliver.

7. Make it irresistible to take action right now.

8. Don't forget to follow up--either by mail or phone.

9. Track your results, and adjust your strategy accordingly.

10. Consider bolstering your direct mail with e-mail, fax or FedEx.

The late Jay Conrad Levinson is the Father of Guerrilla Marketing. His books have sold more than 21 million copies worldwide, appear in 62 languages, and have become the most powerful brand in the history of marketing. He was the chairman of Guerrilla Marketing International. Learn more at gmarketing.com.

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This article was originally published in the June 1997 print edition of Entrepreneur with the headline: Clear Advantage.

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