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Tuesday, October 2, 2007
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   Tuesday, October 2, 2007

The Seven Vital Steps You Must Know To Ensure Direct Mail Success
The Seven Vital Steps You Must Know To Ensure Direct Mail Success
1. Your Most Valuable Asset
A mailing list of valued customers is the single most important
asset you have. Loyal customers will spend an average of five
times more in your business than new customers. Plus it costs
ten times more to acquire a new customer.
When choosing a mailing list, first identify your best customer.
What is their age, income level, and geography?
Then identify your "perfect" customer. Select mailing lists
which match your perfect customer profile.

If you're selling business to business, select the type of
business, number of employees and geography, then tailor your
message to this audience.
2. The Three Most Effective Words
Copy is the persuasive argument that sells your product or
service. Begin your copy with a strong headline that spells out
the benefit of your product or service.
The three most effective words in direct mail are "you," "free,"
and "new." Studies show that using these words in headlines can
boost your response dramatically.
Letter copy should follow a simple formula that will help you
organize your thoughts and make a convincing sales argument.
A. Attention: The headline must grab their attention and make
them want to read further.
B. Interest: Grab their interest with a sub-headline that states
your Unique Selling Proposition (what sets you apart from
everyone else.)
C. Desire: Elicit desire by painting word pictures of your
prospect using your product or service and enjoying its
benefits. Give testimonials of customers who have benefited from
what you offer. Tell stories of people who used your service
despite their initial apprehension.
D. Close: Ask for the order. Make it convenient for them to
respond. Give your prospects choices of how to get in touch with
you. Use a P.S. at the end of the letter to pique their
curiosity.
3. What's In It For Me?
Your offer attracts people to your business or service. Direct
mail will not work if you use it like a billboard. It is like
saying, "SEE ME, I'M OVER HERE" at 60 m.p.h. In order for your
direct mail to achieve measurable results you must have a
compelling offer.
Your offer can include money, free gifts, guarantees,
testimonials, sale events, coupons, gift certificates,
sweepstakes, drawings and private sales.

Test different offers and see what works best for you.
When you're marketing to a business, personalization is
important. Make your outside envelope look like a personal
business letter. Keep your copy to 1 or 2 pages and offer an
incentive for responding quickly..
4. Experience Captivating Graphics
Designing a mail piece should accomplish 2 things. One is to get
the attention of your reader. Two, is to visually clarify the
written message you are trying to get across.
There are six elements that determine good direct mail design.
A. One visual element should dominate the page, whether it's a
photo, headline, cartoon or graphic.
B. Use only one or two typefaces. Stick with one or two
families of type. Use one for the headlines and bolded sub
sections and one for the body copy. The body copy should always
be a serif typeface, it's easier to read.
C. Use lots of white space when you want to make a lasting
impression.
D. Make sure your text is easy to read. Don't make your margins
too wide or your columns too long. Space out the lines of your
text so they are easy to read. Use bullets, bold, underlines
and short paragraphs.
E. Display your logo and pertinent contact information.
5. Produce the Package
Have you ever read an ad or received a mailing without a phone
number or address? Often people get so wrapped up in the copy
they forget to call for action. Boldly feature your phone
number, address, web site address, email address and fax. Make it
easy for your prospects to contact you.
Your logo should visually express the essence of your company's
mission along with a positioning statement that sets you apart
from your competition. Design a "risk-free" response certificate
that clearly repeats your most valuable benefits and moves your
reader to say "yes."
6. Testing
The standard business-to-business mailing package includes an
outside envelope, letter, brochure, lift letter and response
device.
The benefit of direct mail is that you have an unlimited number
of choices when it comes to your package. You can choose the
paper, ink color and size of the package. Or you might choose a
postcard, self mailer, flyer or 3D package which is almost
guaranteed to get opened.
7. Follow Up
The three most important elements to test are the list, offer
and package. Studies show the quality of your mailing list
represents 40% - 70% of your mailing success.
First, carefully select your list, keep your offer the same and
test one list against another; either two rented lists or your
customer list against a rented list.
Then, test your offers. Keep your list the same and change
your offer. A one word change in a headline can boost your
response over 300%. Test discounts, free gifts, free samples,
personalized coaching or free reports.
Third, test the creative. Colors create moods and can affect
response. Test a humorous approach vs. a serious approach.
Test photos vs. clip art, ink colors, paper colors, envelope
design. Test a postcard vs. a letter. What about a teaser on
the envelope vs. a blank envelope? All these variables can
affect your response and should be tested.
It's useless to have a powerful measurable tool like direct mail
and not evaluate whether it's working. Keep track of your
response. Code your ads and business reply cards and determine
what is the most profitable combination of elements for your
market.
(c) Allan J. Katz, 2005. Permission to reprint granted to all
venues to long as the article and by-line are not changed and
links are clickable.
Allan is the Loyalty Coach at http://www.loyaltycoach.com and
the Marketing Director of
http://www.DriveThruPrintingAndMailing.com, a full service, web
based Direct Mail Advertising and Printing Company, in Memphis,
Tennessee specializing in 4 color printing of direct mail
postcards, brochures, newsletters and flyers.


The Surprising Secret of a "Lone Wolf" Who's Sold Over $25.7 Million Worth of Products
Article Title:
==============
The Surprising Secret of a "Lone Wolf" Who's Sold Over $25.7 Million Worth of Products
Article Description:
====================
Today, I'm doing something a little different. Rather than
rant, I want to RAVE: about a person and a process. But first,
let me tell you a quick story about myself... and about:
My Mentor -- Mr. "X".

Additional Article Information:
===============================
708 Words; formatted to 65 Characters per Line
Distribution Date and Time: Fri Jul 22 02:42:03 EDT 2005
Written By: Dan Lok
Copyright: 2005
Contact Email: mailto:article@dansrant.com
Article URL:
http://thePhantomWriters.com/free_content/d/l/secret-of-a-lone-wolf.shtml
For more free-reprint articles by this Author, please visit: http://thePhantomWriters.com/free_content/d/index.shtml#Dan_Lok

---------------------------------------------------------------------
The Surprising Secret of a "Lone Wolf" Who's Sold Over $25.7 Million Worth of Products Copyright © 2005 Dan Lok Quick Turn Marketing International, Ltd. http://www.WebsiteConversionExpert.com

For the past month now, you've been hearing me "Rant" about all
kinds of different business and marketing topics.
Well today, I'm doing something a little different.
Rather than rant, I want to RAVE: about a person and a process.
But first, let me tell you a quick story about myself... and
about:
= = = = = = = = = = = = =
My Mentor -- Mr. "X"
= = = = = = = = = = = = =
"Dan, this letter is a piece of crap! Re-write it...again!"
I can still hear the sharp commands of my demanding mentor,
coach... and eventual friend... Mr. X as he shredded the sales
letter it had taken me two painstaking weeks to create and tossed
it into the trashcan!
Do you know how I responded to his insulting comment?
I did what I was told. And do you want to know why?
Because being insulted, ridiculed, and treated like pond scum was
a price I was willing to pay to learn from a man who I considered
to be a genius in business and marketing.
Who is Mr. X? Well, obviously I've been asked to preserve his
anonymity, but I can tell you this:
This gentleman was (and still is) a veteran world-class
copywriting 'commando'. He's the magic behind some of the
hottest, and most notoriously profitable sales letters and ads
ever to be unleashed onto the market.
Mr. X was the most successful person I ever knew... financially
independent and at the "peak" of his career. But more
importantly, he was the happiest guy I had seen in my life.
He was the person I wanted to be my mentor... and I was ready to
suffer any unpleasantness just so that I could learn from him.
Before I started working with Mr. X, I had read all the books,
listened to all the tapes and attended far too many seminars with
too many phony baloney gurus.
I knew that the good information (and the bad) that I had
accumulated was a road map, but I also knew that I needed
something more.
I needed an experienced "guide."
In my search for superior specialized knowledge I discovered the
secret of what all successful people had in common: they had a
guru... someone who knew all the ins-and-outs through personal
experience.
I realized that nothing could replace the first hand-teachings of
someone who had made it!
And I also realized that I didn't need to reinvent the wheel to
supercharge my career and line my pockets with money.
What I did need was to latch onto someone who had already gotten
where I wanted to be: at the highest level of business success.
I needed a personal mentor!
I wanted a teacher who could pass on his (or her) wealth of
experience to me. I required someone who would not only instruct
me, but share insights, ideas, and methods of success in business
(or anything else).
In short, I wanted someone who would hold back nothing. Someone
who could help me to focus on what my goals really were.
That is exactly what I found in outspoken, forthright Mr. X. I
leaned about copywriting, marketing and the world from my mentor.
The knowledge I gained became the basis for my philosophy of
business and of life, in general.
My mentoring "success story" resulted in my getting into a
profitable career in copywriting and starting many other
successful business adventures.
So do you really need a mentor? Let me answer that question like
this:
I firmly believe that the guiding hand of an experienced mentor
can really make the difference between just making it and making
it BIG.
I count myself among the fortunate in that I had just such a
person's guidance, consultation and hands-on training to put me
on the fast track to financial success.
To become a top-flight business professional, specialized
knowledge must be your priority. So the question you should be
asking is "What steps can I take to accelerate my journey?"
Confucius said, "All journeys begin with the first step."
Your first step... a mentor.
If you really want success in your chosen field of endeavor, find
the best mentor, coach or consultant you can, and respect that
person for his or her priceless knowledge, knowledge that will
accelerate your learning experience and increase your likelihood
of success.

---------------------------------------------------------------------
Dan Lok is known as "The World's #1 Website Conversion Expert",
with a proven track record of selling over $25.7 million dollars
of merchandise and services. Dan has resuscitated copy that was
previously in "critical condition" and helped his clients to
double and triple their conversion rates… some as much as 417%!!! More than 200 websites have been "Lok-ed" and loaded for Internet
action. Go to: http://www.WebsiteConversionExpert.com


The Sleuthhound! PDF Search v.4.6 has been released!
For immediate release
September 05, 2005
Contact: Dan Walker
Company: iSleuthHound Technologies
Title: Chief Executive Officer
E-mail: info@isleuthhound.com
The Sleuthhound! Desktop Search Brings the Power of Web Search to Your Desktop!
iSleuthHound Technologies introduces an improved version of their celebrated The Sleuthhound! Desktop Search, a search tool for local systems. The state-of-the-art indexing technology deployed in The Sleuthhound! v.4.6 provides the user with extended functionality. You will be amazed at the riches of information that you had at your fingertips and yet unavailable. Don't bother about extensions, folders and dates. The only thing The Sleuthhound! wants from you is a word. Most options of a web search are also embedded into The Sleuthhound! search engine. The program supports Boolean operators, file type filters, truncated words with wildcards, phrase search, file, date and name filters and other advanced features.
The host of plug-ins provides support for most file types that can contain verbal information. It now embraces most text formats, email messages and HTMLs, multimedia files, web browser histories, bookmarks and favourites. The supported files are scanned whether archived or attached to email messages. If a particular extension is chosen for a search, archives and attachments will be scanned for this extension only, making the already fast search instantaneous. iSleuthHound Technologies constantly works on new plug-ins so that your search engine can provide support for ever increasing range of applications.

The miraculous speed of The Sleuthhound! derives from a unique indexing technology. The built-in index/search server browses through your search zones and makes file inventory in its database. First inventory will be made after the start wizard leads you into the program. Later The Sleuthhound! will be updating the index database either at the system start or when the system is idle. You can balance the system workload so that indexing doesn't interfere into the system performance.
"Since we launched The Sleuthhound! Desktop Search in 1999 huge work has been done to improve it and extend its functionality," says Dan Walker, CEO of iSleuthHound Technologies. "The latest version has a number of new advanced features. It allows, for instance, sorting the results by relevance. The built-in analyser will rate the relevance of search results against the input phrase. You can start searching for highlighted words with a hot key from any application. Several improvements were made in search zones indexing. As the volume of information grows The Sleuthhound! search engine evolves to supply the user with most advanced search options."
Most improvements into The Sleuthhound! Desktop Search were brought about by the feedback from users. iSleuthHound Technologies appreciates users' participation in the development process and looks forward to their involvement. Here are some of feedback mails from The Sleuthhound! users:
"A great tool for managing data! It saves a lot of time and doesn't eat into system resources. It is just what you need when it comes to finding things on your desktop," Nigel Grant, Canada. "I've never realised that something as effective as web search you can use on the local hard disk." Jane Paige, USA.
The Sleuthhound! Desktop Search v.4.6 Features at a Glance
Support for multiple search zones;
Search zone updates at prescheduled time and when system is idle;
Support for Microsoft Office files, Acrobat PDFs, email, attachments, archives Zip and Rar, all popular music, picture, and video formats, web browser history, and Favorites;
Support for Boolean operators, exact phrase search, file type, name and date filters;
Search results sort by date, size, location, relevance, sender and addressee (for emails) etc.;
Allows scrolling through the context with highlighted search words;
Hot key from any application.
Availability and Pricing
The Sleuthhound! Desktop Search runs under Windows 98, Me, 2000, XP platforms and costs 20 USD for a standard edition, 29.95 USD for an extended Pro edition and 74.95 USD for a Pro power pack with all available plug-ins. Free technical support is extended to all registered users. A trial version is available for download free of charge at
http://www.isleuthhound.com/download/sleuth.exe

About iSleuthHound Technologies
iSleuthHound Technologies specialises in advanced indexing and searching technologies. The company also designs complex Search Systems for the Internet and Intranet access to databases. Our flagship product The Sleuthhound! Desktop Search has won numerous awards and is deployed in corporate and personal systems world-wide.
###
Product page link: http://www.isleuthhound.com/sleuthhound/download_pdf_search.php
Download link: http://www.isleuthhound.com/download/sleuthp.exe
Web: www.isleuthhound.com
Email: info@isleuthhound.com
Fax: +1.771.594.8293