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Continuing earlier article on common mistakes in direct
mail campaign - here's more common mistakes:
Mistake No 4 : Indifferent Copy
Nothing is more damaging in a business-to-business mail campaign
than to have a letter that lacks the punch and poor in content.
Direct mail is not meant to be good-looking and pretty but to create
an impact and GENERATE A RESPONSE
Some of the best ways to make a poor copy are:
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Talk vaguely on benefits - no specific facts Your
customers rely more on facts than flowery language. Try to put
more facts and figures substantiating your claim than using
vague words on how useful your product or services are.
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Use large graphics/images, too many colours, fonts
and styles. In Business-to-Business correspondence, your recipient
is likely to be a hard-headed businessman who has no time for
such superfluous techniques - content is the most important
driver here. Use graphics/fonts etc. to highlight content -
not the other way round.
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Lack of research on recipient's needs. To write
effective sales letter with strong content - rely on specifics,
facts. You must study the product, potential customers and the
market context. There is no short-cut, no way around. Without
facts, you cannot write good copy but with facts, even mediocre
content can stand out and make an impact
Mistake No 5 : Saving the Punch Line for
Last
A major mistake in writing effective content is to save the strongest
sales pitch for last. We tend to write in a logical manner - starting
slow and hoping to build to a climactic conclusion.
This is a major mistake as a typical reader decides whether to read
or trash your sales letter in 5 to 7 seconds. If you are unable
to hold on to his/her attention within first few lines - your mail
is heading for trash folder.
Related Links:
Source: FAIDA
- Newsletter on Business Opportunties from India and Abroad
Vol: 3, Issue 33
December 5' 2002
Author :
Dr. Amit K. Chatterjee
(Amit worked in blue-chip Indian and MNCs for 15 years in various
capacities like Research and Information Analysis, Market Development,
MIS, R&D Information Systems etc. before starting his e-commerce
venture in 1997. The views expressed in this columns are of
his own. He may be reached at amit@infobanc.com
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