All-Podcast-Secrets

Successful Marketing Strategies- The Two Paths Of
Succesful Sales Letters

We have been talking about copy in direct mail and the job
of the copy which is to SELL! In the previous Success
Marketing Strategy Email I mentioned that there is a
little trick used to improve readability of copy and to
keep the reader moving through the copy as well as to sell
the person who skims and does not read the copy no matter
how short it is.

That trick is called a double readership path. It is
based on the idea that there are two extremes of consumer
behavior, the impulsive buyer and the analytical buyer.

The impulsive buyer is in a hurry. Makes quick decisions
and rarely reads anything. He skims. In most cases he’ll
read only headlines, subheads and photo captions.

The analytical buyer, however, is slow to make decisions,
requires a lot of information to do so and will read lots
of material.

Two different people requiring two different readership
paths.

Path #1 requires you to sell your proposition purely
through the headlines, subheads, photo captions and major
boldface sentences in your copy.

Path #2 follows the same order as one but let’s you flush
out the details in between the guide posts.

Most amateur copyrighter’s error in creating a piece with
only one readership path aimed at the people most like
them. By using a double readership path you greatly
increase the appeal of your piece.

The other important step in making your copy readable and
keeping your reader interested in your piece is what I
call graphic enhancement. This can be done with:

Photographs
Captions
Varying type sizes
Italicizing key words and phrases
Boldfacing key words and phrases
Simulated hand written notes in the margins
Boxes or circles
Shading an area behind a paragraph

The only limits are creativity, costs and the cooperation
of the production people you are working with. Your
creativity can best be enhanced by studying as much junk
mail as you can get your hands on, noticing the different
techniques used and building files of the ideas you like.

You will also want to explore the costs of doing different
things with your printers. How much to add a second
color, for colored stock, to print the back, to do shading
with screens? If you run a small business and are doing
very small quantity mailings there are things you might
consider doing by hand. If you’re only mailing, say a
1,000 units you could send out fifty a day for twenty
days. At that rate you could add a second color by hand
by using a yellow highlight pen to mark certain key
sentences.

The third factor the cooperation of the production people,
artists and printers is a difficulty you need to be
prepared for. Their orientation is in getting the job
done not on getting the job done in a way that will sell
the most goods or get the highest possible response. As a
result they will rush you. They will argue with you.
They will resist many of the little modifications you want
to make. Do not be bullied, intimidated or stampeded.
The italicizing or not italicizing of one sentence can
make a percentage difference in response.

In the next Success Marketing Strategy Email I want to
talk about the last item in the structure of a direct mail
piece, which is the call-to-action and what is the most
important thing to remember when creating one that works!

Dedicated To Multiplying Your 1ncome

Dan Kennedy

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