Here’s My Promise to You – This Direct Mail Letter Will Always Work For You

Here’s my promise to you:

When you are finished reading this article, you will be able to write a direct mail letter that gets your readers to do whatever you want them to do.

That’s a big promise. And I can back it up. If YOU do YOUR part.

Your part assumes you actually have something worthwhile to offer. And you have to be offering it to the right people. You can’t sell fruit juice to people who hate fruit juice.

So I am going to assume two things: Your product is worthwhile and you know who will buy it.

But how are you going to sell it to them? Let’s write your letter, right now…

Your Opening Line

There are many ways to open. You could use a variety of human motivations — like fear, greed, guilt, hope, frustration, etc. They can all work.

But in my 22 years writing direct mail, here is the best opening I’ve ever written…

“Here’s my promise to you:”

That opening absolutely forces you to start strong with your letter. And it force communicates a benefit-oriented message to your readers that they will not ignore.

Immediately follow the line with bullet points of your promise. So, for example, here’s what an opening for a music school would look like:

Dear Ms. Jones:

Here’s my promise to you:

  • In one week, you will be able to play “Moonlight Sonata” on the piano
  • It will cost you nothing to try
  • And I will send you a FREE music book — “The World’s Greatest Love Songs” — just for saying “YES!” to my offer today

Now, if Ms. Jones is in your target market, this opening will hook her.

So use “Here’s my promise to you” and back it up with benefit oriented statements. Make sure you concentrate on the reader’s self-interest. Examples of other bullets are:

*You will save $2,000 when you buy your next car from us *You will lose 30 pounds in 30 days *Your business will gain a new client by next weekend

See what I mean? If you know what your prospects want, all you have to do is dangle it in front of them. Be specific, make your promises, prove you can deliver, and they will respond.

How a Client of Mine Wasted Money

I recently wrote a direct mail fundraising letter for a new client of mine. It was written to donors who had given the previous year, and the letter asked them to give again.

Here was my opening:

“It’s amazing what you’ve done.”

The letter went on to explain all the good the donor’s previous gift did in the lives of the children this particular organization helped.

But here’s what the client changed it to:

“It’s amazing what we’ve done.”

Then they went on to pat themselves on the back about all the things they did for the under served children of the community.

And that self-reward was the only reward they got — because the mailing bombed.

No wonder. People give money to organizations to feel good about what their money is doing for causes they care about. And the cause is not the organization. The cause is the benefit that results from the effort. In this case, the well-being of children.

Don’t make the same mistake.

So – Now – Back to You and Your Letter

You’ve got your opening and your bullet promises. Follow that up with a statement of how other people have tried your product or service and have experienced great results. So, to our example prospect Ms. Jones, we would say something like:

Thousands of people – people just like you and me – who have tried and failed to learn a musical instrument – have started playing their first song within seven days. Their secret? Our new “How to Play the Piano Super Study Course.”

I’m making another assumption here: You plan on telling the truth. Don’t make up a bunch of baloney. You know your product or service. Use the truth and sell it well.

Okay, we’ve hooked Ms. Jones – now reel her in. Use this transition:

Here’s What You’ll Get

“Here’s what you’ll get” is one of the all-time great lines – if not THE all-time great. Because that’s what everybody wants to know – what do I get?

It never gets old and will outlive the cockroach.

Again, back it up with bullet points. So our example continues:

Here’s what you’ll get:

  • The secrets to reading music in minutes
  • The one trick professionals use to play a song they’ve never seen before
  • How to build your muscle memory to get your fingers to play the keyboard as you read the sheet music

And so on.

Apply this formula to your product or service. You have something to sell – so sell it!

How to Get Your Readers to do What You Want Them to Do

If you’re talking to the right people… and you are making them the right offer… THEY WILL WANT TO DO WHAT YOU WANT THEM TO DO.

So just tell them what that is:

Remind them of your main benefits. Sweeten the offer and give them a deadline. Urge immediate action and promise a quick response. Like this:

Return the enclosed postage-free reply card by January 16 and you’ll get an additional free booklet, ‘Learn the Piano While Working, Playing, Relaxing, or Resting.’ All orders are processed the day they are received — but supplies are limited, so act now.

Tell them what to do, and if you’ve done your job early in the letter, they’ll do it.

Direct Mail is You

It’s one-on-one. You’re not competing with eight other commercials. There aren’t a dozen other ads on the page. There’s not another web site to click away to.

Right now they hold YOU in their hands, just you.

Now’s your chance. Write it. Send it out. And let me know how well you do.

Using Direct Marketing to Increase Profits

Direct marketing has earned its place as a cheap way to create leads that transform to fresh business opportunities. One of the often used methods is direct mail. For a business to succeed in this area, a perfect choice of marketer must be made. The business must look for a company with a good reputation and experience. Majority of firms that purport to promote direct marketing are the “fly by night” category or the shady type with nothing to show. Their ability to generate a mailing list and offer telemarketing services should be near perfect.

Telemarketing is a sub-branch of direct marketing where consumers are contacted directly via phone. It has gained popularity due to increased usage and penetration of the mobile phone. Telemarketing leads reach a wide spectrum of consumers among them professionals and businesspeople. Direct mail has traditionally been used to send printed or illustrated material to selected prospects.

If used properly, direct marketing can help increase a business’ profits in as short period as a month. Direct mail can be customized as the needs of a business may change from time to time. This makes it very flexible. To develop important leads, first identify the market segment you wish to address. For instance, if you are selling supplements, you may target first time mothers who want to lose the extra weight gained during pregnancy. Another group may consist of men in the middle age brackets, who simply want to eat healthy food.

After the market is identified, look for a direct mail services provider. Request them for a mailing list. In some cases, you will buy this list at a small fee. Customized letters are then created. To use this direct marketing method effectively, the letters should enumerate the benefits of the products or services on offer. They are then posted to the respective addresses as detailed on the mailing list. The responses arising out of this are the leads which if aggressively followed will translate to sales.

The company can assess the success or failure of a direct marketing campaign. For example the direct mail letters may request a prospect to quote a number, code or tear off a coupon and present it on the next purchase. When the customers start making inquiries, the code numbers will be noted and entered into a special database created for this purpose. Once the leads have been entered, any subsequent sale will be marked against its respective lead. At the end of the campaign all sales arising from the direct mail promotion will be used to determine profit volumes.

Direct marketing is not entirely a new concept. Direct mail campaigns have been carried out for a while now. The method is cheap as compared to placing advertisements in newspapers, printing poster or buying prime time on television stations. It generates more leads and is easy to monitor. Telemarketing services can be used together with direct mail as tools to bring large volumes of leads hence more business as it connects with clients.

Joint Venture Marketing For Rookies

Joint ventures (JV’s) are a great way to make more money in your business without spending a fortune of advertising. With joint venture marketing, you can leverage the assets of your potential partner to launch and make money with your business today. This is the power of JV marketing.

Some businesses have even been launched via the use of JV marketing. The key to making joint venture marketing work is the person you’re trying to partner up with. Their list must be as responsive and relevant to yours, and your partner should contain a mailing list that would fit well with your offer.

This doesn’t have to be hard. If you were launching a JV on the internet, this would be so incredibly easy to do. But since it’s offline, there are a few more things that you will have to do. If you can find someone that you trust, then you should have no problem running a JV campaign in your business.

The first step towards approaching someone with a joint venture opportunity is to create a good proposal letter. Your letter should outline everything that the JV will entail, and that you’ll do much of the work. Plus, you should offer around 60%-65% of the total profits made. If you’re in a business where you sell high priced items, then this should come off as no surprise to you.

But if your entire business revolves around selling $30-$50, may be a JV isn’t for you. You can try it online since it’s mostly free, but you’ll probably end up making a little over a $1000. If you could do it offline with a high priced product, incomes like $10,000 and above will be very common.

JV’s can play a very integral part of your business. For some people, all they do is joint ventures because of how profitable it is. If you would like to know how profitable joint ventures can be, then give it a try. You never know if it will be extremely profitable for you, or if it will flop. But I’m thinking if you do a joint venture it will be more than profitable for you.

Consider using joint ventures into your place of business so that you can earn a little extra money on the side for free. It’s something that’s at least worth trying, and the more effort you put into it, the more you will start to earn more money in your business.

Don’t be shy when offering your joint venture letters. The worst that they can say is “no”, and you can just take it and leave it, and go on to the next business owner on your list. Dust yourself off and try again so that you can land a deal one of these times.

If you want to do JV marketing, I think you should give it a try starting right away. It’s a great way to get your name out to the world, and to start earning more money than you can possibly handle.

Good luck with using these tips to launch profitable joint ventures today.