Direct marketing, direct mail, internet marketing tips

What to Look for...

CREATIVE THAT SELLS is built on
Five Key Proven-Effective Techniques

      1. Clear, direct, specific, benefit-laden HEADLINES

            We don't guess at headlines - we know which words are more effective
(because everything in Direct-Response is so easily testable!) For example:


Which is better, a shorter headline or a longer headline? (In fact, one has been proven time and time again to be 4 TIMES MORE EFFECTIVE!)

Check out our Samples: You won't be inclined to say, "so what?" after reading our headlines - because we know the PROVEN, TESTED ways to write headlines that sell.

About 85% of people view communications a certain way - so where should 85% of your creative efforts go? (It's NOT exactly where you think!) Most agencies have NO IDEA how most of the world views print ads, direct mail, email, and web sites - yet, the "85% rule" is PROVEN COMMUNICATION FACT!

Check out our Samples: Read just the headlines and subheads of each ad or mailer, and you should get the entire message. That's because 85% of the world SCANS.

      2. Remind-of-pain or hint-of-pleasure "LEAD" that grabs

            What's the most important test of the beginning of your print ad or sales letter? The first few sentences determine whether you'll get the response or not!

Check out our Samples: read the first few sentences of the print ads and sales letters. They are very "you"-oriented, involving, and written exactly the way you'd speak if face-to-face. (You won't say, "so what?" after reading them, because if you did, your audience wouldn't read on - and you wouldn't get a response.)

      3. Copy follows the SALES PROCESS

            When generating leads or selling direct, you are actually SELLING. Your Direct-Response effort is handling one or more steps in the Sales Process. And the Sales Process DOESN'T CHANGE with the medium. The same steps you would follow to sell in person are the same steps (and the same words!) you should use to sell effectively in print, mail, email, and web.

Check out our Samples: We've followed the specific steps in the Sales Process (hint-of-pleasure/remind-of-pain, "we have the solution", benefits of your solution, offer/trial close, answer objections, and close) in our copy. You'll also notice the copy uses the same words you would use if selling face-to-face.

      4. Careful EDITING: every word is there for a specific reason

            True Communications and Response Experts understand the nuances of EVERY WORD - why "evaluation" should become "trial" or "test drive", and exactly when "if" should become "when" (and vice versa). And our knowledge is based on TESTED, PROVEN FACTS - not opinions or "agency philosophy".

Check out our Samples: You'll find clean, well-edited writing with no extra wordiness to slow the reader down.

      5. DESIGN attracts and leads the eye

            True Visual Communications Experts understand:

In direct mail, 90% of your design challenge has nothing to do with the letter, brochure, lift letter, buckslip, or response device. (Hint: 44% of direct mail is never opened.)
There are 2 key roles for design inside a direct mail package. (When they're done right, they can boost response. But 95% of designers do them wrong - and actually depress response!)
Design should move the eye through the piece to the response.
Check out our Samples: Check for a serif typeface on body copy in the sales letter, brochure, and response device (as well as body copy in print ads, emails, and web pages). Using the wrong typeface can reduce comprehension by 70%! Check for any screens or ghosting behind body copy (hint: you won't find them in our samples for a reason).

1.	Clear, direct, specific, benefit-laden HEADLINES
		We don't guess at headlines - we know which words are more effective (because everything in Direct-Response is so easily testable!) For example:
		Which is better, a shorter headline or a longer headline? (In fact, one has been proven time and time again to be 4 TIMES MORE EFFECTIVE!) Check out our Samples: You won't be inclined to say, "so what?" after reading our headlines - because we know the PROVEN, TESTED ways to write headlines that sell. About 85% of people view communications a certain way - so where should 85% of your creative efforts go? (It's NOT exactly where you think!) Most agencies have NO IDEA how most of the world views print ads, direct mail, email, and web sites - yet, the "85% rule" is PROVEN COMMUNICATION FACT! Check out our Samples: Read just the headlines and subheads of each ad or mailer, and you should get the entire message. That's because 85% of the world SCANS.
2.	Remind-of-pain or hint-of-pleasure "LEAD" that grabs
		What's the most important test of the beginning of your print ad or sales letter? The first few sentences determine whether you'll get the response or not! Check out our Samples: read the first few sentences of the print ads and sales letters. They are very "you"-oriented, involving, and written exactly the way you'd speak if face-to-face. (You won't say, "so what?" after reading them, because if you did, your audience wouldn't read on - and you wouldn't get a response.)
3.	Copy follows the SALES PROCESS
		When generating leads or selling direct, you are actually SELLING. Your Direct-Response effort is handling one or more steps in the Sales Process. And the Sales Process DOESN'T CHANGE with the medium. The same steps you would follow to sell in person are the same steps (and the same words!) you should use to sell effectively in print, mail, email, and web. Check out our Samples: We've followed the specific steps in the Sales Process (hint-of-pleasure/remind-of-pain, "we have the solution", benefits of your solution, offer/trial close, answer objections, and close) in our copy. You'll also notice the copy uses the same words you would use if selling face-to-face.
4.	Careful EDITING: every word is there for a specific reason
		True Communications and Response Experts understand the nuances of EVERY WORD - why "evaluation" should become "trial" or "test drive", and exactly when "if" should become "when" (and vice versa). And our knowledge is based on TESTED, PROVEN FACTS - not opinions or "agency philosophy". Check out our Samples: You'll find clean, well-edited writing with no extra wordiness to slow the reader down.
5.	DESIGN attracts and leads the eye
		True Visual Communications Experts understand: In direct mail, 90% of your design challenge has nothing to do with the letter, brochure, lift letter, buckslip, or response device. (Hint: 44% of direct mail is never opened.) There are 2 key roles for design inside a direct mail package. (When they're done right, they can boost response. But 95% of designers do them wrong - and actually depress response!) Design should move the eye through the piece to the response. Check out our Samples: Check for a serif typeface on body copy in the sales letter, brochure, and response device (as well as body copy in print ads, emails, and web pages). Using the wrong typeface can reduce comprehension by 70%! Check for any screens or ghosting behind body copy (hint: you won't find them in our samples for a reason).