Marketing Nuggets page 2

• Headlines should telegraph the best, strongest, most exciting benefit of your product/service.
• Your order form should include your entire offer, all the bonuses, and restate the most powerful benefits for buying.
• Always use testimonials to support your claims and build confidence.
• When writing headlines, look for the strongest possible benefit your product or service offers your prospects.
• There is no more powerful word in the English language than “you”. In direct response, you cannot use the word “you” too often.
• The key elements of a direct-response message are: (1) meaningful specifics, not vague generalities; (2) a BIG promise; (3) an offer or offers; (4) precise commands - what to do now; (5) an extra reason to act now.
• Use a “Questions & Answers” piece in your direct mail package (or a “Q & A” page on your Website) as an effective way to answer objections about your product or service.
• To create a sales breakthrough, ask yourself: How else could my product/service be sold or sold for me?
• Grab attention in your sales letter with a short first sentence.
• When writing sales copy, use short words, short sentences, short paragraphs.
• Consider using handwritten margin notes in your sales letters to increase readership.

• The two most powerful words you can use in your headlines are FREE and NEW.
• When e-mailing offers to your customers, keep your subject line short and direct -- 35 characters or less.
• In lead generation, the more you tell, the less you sell. Write copy that teases your prospect to want to know more.
• The most effective to least effective ways to use postage in direct mail are, in order: (1) multiple stamps, (2) single stamps, (3) postage meter, (4) printed indicia.
• A strong, liberal money-back guarantee will increase sales far in excess of the small number of customers who may take advantage of it.
• The quickest way to double your business is simply to get each customer to refer another customer to you.
• If you take incoming calls from customers, every call represents an opportunity to up-sell.
• As a rule, telephone follow-up to a direct mail campaign will always pay off.
• Periodically ask/survey your customers to find out what else they want and would buy from you.
• Periodically call your own office phone, your order taking service, your stores, etc. and “play customer/prospect.”