Classic Direct Mail
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Classic Direct Mail |
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Contents You'll need a direct mail package (DMP). Following are the key elements of the classic DMP. At this time, a lift letter may or may not be included. This judgment call will be left to the professional direct response copywriter/creative team.1. Outer envelope—Creation of a well-designed envelope, with the right teaser copy creates a positive expectation, an interest and excitement for what's inside the envelope. 2. Sales Letter— A carefully written and designed two-page sales letter describing the benefits of your health booklets. This letter is the most powerful and persuasive selling tool in direct marketing once your product, price and offer are set. The letter we create will capture your reader's attention and hold it long enough to make a convincing sales pitch. It will show the reader what your product is, the need for it, and why to buy from you instead of your competition. We will overcome any objections, and anticipate any questions or problems the reader might have with your offer. We will delicately bring up the subject of money/or why they must respond before the deadline, if there is one, and we will get the reader to take action now—write a check, use a credit card or call/fax for an appointment, etc. 3. Brochure/Circular—Creation of a two-sided, 11" x 17" effective, powerful, direct mail brochure that tells your story in an interesting, attention-getting, dynamic way. Generally speaking, this type of brochure usually contains written information too detailed or too long to be included in your sales letter. It can show drawings, diagrams, charts, graphs and tables—which is not meant to be in a sales letter. We can lace it with enticing testimonials from your present customer base, media and other targeted prospects. 4. Publisher's Lift letter — A carefully thought out second letter can be sent along with this package. It's usually a short note printed on a small piece of letterhead folded in half. Printed on the outer flap of this letter—often in simulated handwriting—is a message that persuades the reader to open up this letter. Inside it reinstates two to three key sales arguments to get the recipient to change one's mind and respond to your mailing. Using this technique can increase response by 10 to 12% or more! 5. ORDER FORM and Business reply envelope —You want the recipient to send you a check or give you confidential information, –i.e., a credit card number. We prefer to use teaser copy on the front of the return envelope—especially if we are talking about time sensitive information. The creative fee for the above Direct Mail Package includes copywriting, copywriter's rough layout and design, and depends on a given writer’s level of expertise and fee schedule. Generally a good package runs $5,000. Better is $7,500. And Best will be $10,000 and up. We estimate delivery of finished package in two to three weeks. Let us know if this is agreeable. Please refer to attached Copywriter's Council of America (CCA) Creative Services Agreement. Once we receive this signed agreement, along with payment, we will begin work on this exciting assignment and, remember, we guarantee your satisfaction.
We appreciate the opportunity to prove our creative expertise. CCA • CCA Building • 7 Putter lane • PO Box 102 • Middle Island, NY 11953-0102 • 631.92.-3888 • Fax: 3890
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