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Top 7 Direct Mail Truths

By Ray Jutkins

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Developing good Direct Mail is an art...it is NOT a science. Still, there are some "truths" to help make your Direct Mail better. Here are just a few:

  1. Your copy should be as short or as long as it needs to be to make your point.

  2. Your copy should be informal and directed to your readers interest.

  3. The opening paragraph of a letter or brochure should contain no more than 11 words for maximum effectiveness.

  4. No single paragraph should ever have more than 7 lines of copy. If it does, break it up into additional paragraphs.

  5. Use a serif typeface. Serif typefaces are the kind with little feet. The hooks at the end of the letters. And they are much more readable.

  6. Use short words of 5 letters or less. About 2/3 of all your words should be 5 letter words or less.

  7. Use short sentences. The average should be about 14 words per sentence.

    And remember, there is no known limit to the number of times you can contact your best prospects by Direct Mail. Mail until your return vs. your expenditure is no longer profitable. Use Direct Mail - it pays.

Today's Top7Business was by Ray Jutkins
Professional Speaker & Marketing Consultant
ROCKINGHAM*JUTKINS*marketing
Rockingham Ranch
Roll, Arizona 85347-7066
E-mail; RayJutkins@aol.com
phone; +1+520+785-9400
fax; +1+520+785-9356
WWW site; http://rayjutkins.com/

Source: http://Top7Business.com/?expert=Ray_Jutkins

Article Submitted On: July 25, 1998