Correct me if I am wrong, but there is nothing more powerful in a business-to-business sales letter than a credible testimonial from a person in your prospect’s peer group.Testimonials are valuable because they say what you cannot. If you say it, you’re boasting. If a satisfied client says it, they are applauding. Here are some tips on using testimonials to make your sales letter pitches more plausible–and profitable.1. Don’t write your own
I have a standing policy never to write testimonials for others to sign. I don’t put words in a client’s mouth. That’s because real testimonials have an authentic sound to them that you cannot reproduce with your own pen. The only change I make to testimonials is to correct typos and grammatical mistakes that would otherwise embarrass the person making the testimonial.2. Attribute the testimonials fully
There may actually be a J. K. in Wyoming but I do not know him, and neither do your prospects. Your testimonials carry the most credibility when they are attributed to a person by name, and include that person’s job title and company. Prospects check up on us direct mail marketers, you know. I recently landed a contract with a client who, before retaining my services, visited my online testimonials page, clicked on one of the company links, and asked to speak to the person who had given the testimonial.3. Match your testimonials with your target audience
Ideally, you should have an arsenal of testimonials at your disposal for every kind of tactic and target audience. The best sales letters use testimonials that match the industry, business challenge and job title of the prospect. Collect testimonials about your product quality, customer service, response times, professionalism, value for money and so on. Then pick the testimonial that matches your selling proposition, offer and audience.For example, the best testimonial to use when targeting dentists who buy continuing education courses online is one from a dentist from your prospect’s city (or state or province) who was extremely satisfied when buying online continuing education courses from you.4. Ask permission
This goes without saying, which, in English, means I am going to say it. Always get written permission from your clients and suppliers to use their testimonials in sales letters, collateral and online.5. Turn compliments into testimonials
You don’t have to solicit testimonials if your customers regularly say or write nice things about you, which I imagine is the case. Simply ask their permission to quote what they have already said.

The main difference between a real horse and a
hobby horse is that you can get off a real horse. And
one of my hobby horses is telling the truth in
advertising. That’s not a typo.Telling the truth in direct mail advertising is essential
for your long-term credibility. And long-term viability.
Lying is always wrong, even when it makes you
money.Being straight with your direct mail prospects and
customers is essential if you want to keep them. And
nowhere is this more important than on your carrier
envelope. Lose sight of the truth here and you’ll lose
sight of your customer for good.As Exhibit A I draw your attention to an envelope
mailed to this potential sucker by the nice folks at
Reader’s Digest. This envelope is known in the trade
as a “faux express courier envelope.” Faux is French
for fake, false, phoney.The envelope looks and feels like an envelope from a
courier company. It is large. It is made from heavy card
stock. It is red and blue. It says: “EXPRESS DAY
TIMED DELIVERY” on the front and back. It says “TIME-
SENSITIVE DOCUMENTS ENCLOSED.”This envelope even features the zipper-style opening
device, the type found on courier envelopes. It even
features a faux barcode, the type that the courier
scans with a handheld scanner when you sign for the
package.The problem with this envelope is that it is a lie. It was
not delivered by a courier. It is not an “express day
timed delivery.” Just look at the upper right-hand
corner and you’ll see that this envelope was mailed
using Canada Post’s discount Addressed Admail
postage.So, what looks like a time-sensitive, confidential
document rushed to me by same-day courier is
actually a sweepstakes promotion bulk mailed at the
cheapest postage possible, and likely mailed to
hundreds of thousands of other strangers across the
continent. Which means, in my book, this envelope is
a lie.My advice to Reader’s Digest is that they tell the truth
from cover to cover, including the cover. I won’t buy
from a liar, not more than once, anyway. As the old
saying goes, “Fool me once, shame on you. Fool me
twice, shame on me.”See the offending article at http://www.sharpecopy.com/ezine_images/RD-fake-express.jpg

Advertising on the radio must be a staple skill for any direct response agency. Radio advertising is so targetable, and so inexpensive when compared to television, for most products it’s a no-brainer. Today’s advertising consultant must offer more than just copywriting and placement however, if they are to compete in today’s advertising environment.Think of the value added proposition that a radio advertising firm can bring when they can become an internet marketing resource. I saw the convergence of these two skills coming together a few years ago and quickly experienced first hand the value of becoming a specialist in search engine optimization. It was a skill I found intriguing but it became very exciting when I learned the power of keyword optimization and backlink development. My own website began to benefit as more and more people could now find me.When I advised a few clients on basic SEO principles, it was gratifying when I saw their website show up for keywords in areas they could dominate. It was more than gratifying when I saw their increased visibility translate into additional business that couldn’t have been obtained any other way.Something as simple as being able to offer a radio advertiser top drawer placement in search as a value added proposition can greatly increase the chances that you will win with that client over the long term. It just makes sense to be able to offer a client added value online to go with your offline knowhow in radio advertising.The bottom line for any direct response agency is this. Advertising on the radio for most clients is no longer the lone skill that you need to provide. Think outside the box and bring more to the table. Create a value added proposition as an internet marketing resource to serve your clients’ marketing needs profitably.

Direct response marketing is when you elicit a response from your customer right away. It can come in any media form and is effective on television as well as by mail. When you send a direct mail marketing product to a potential customer, you are going to want to get a response from them. You normally elicit a response either by following up with a phone call or giving them a deadline in which to act.You are better off to give them a deadline in which to act. With direct response marketing, you are making an offer to a customer for a specific period of time. If they do not respond in that period of time, the deal is off.How can this help your business? Easy – it is still the most effective form of marketing today. It is not only confined to mail and can be used in other forms of media as well. Infomercials are an example of direct response marketing. They target the customer, get them interested and then ask for a response. The word “response” in direct response marketing comes from the response you elicit from the customer.Although you can use direct response marketing in any media, it is probably more effective and less expensive to use mail marketing. One reason is that most people will not watch infomercials. They turn them off or look for something else to watch. Using direct mail marketing, you can target more potential customers for a lot less money. Best of all, you know that each of them is going to look at your advertisement.The most important aspect in direct response marketing is that you are asking the customer to take action right away. There is always a sense of urgency to the request. This is done on the internet with auto responder ads and they will work well, if you can get someone to read them over and over. Most people just delete unsolicited e-mails. But when something comes via US Mail, you tend to take a look.There are many ways you can use direct response marketing to help your business. One is to offer a coupon that is good for only a short period of time. This should elicit a response right away. Another is to ask the customer to call you right away because they have won a gift. The gift can be a free demonstration of a vacuum cleaner or anything nominal – the main aspect is that you can get the customer to give you a call. Still another way is to make an offer that is good for only a limited time and create a sense of urgency that your customer take action.People tend to take action when told to do so. This is why direct response marketing is still of the best ways to market your business. Whether you want to use the internet, television or the mail, you are using the most effective marketing measure there is to try to advertise your product. Try one of these techniques with your business and see the results.

The main difference between a real horse and a
hobby horse is that you can get off a real horse. And
one of my hobby horses is telling the truth in
advertising. That’s not a typo.Telling the truth in direct mail advertising is essential
for your long-term credibility. And long-term viability.
Lying is always wrong, even when it makes you
money.Being straight with your direct mail prospects and
customers is essential if you want to keep them. And
nowhere is this more important than on your carrier
envelope. Lose sight of the truth here and you’ll lose
sight of your customer for good.As Exhibit A I draw your attention to an envelope
mailed to this potential sucker by the nice folks at
Reader’s Digest. This envelope is known in the trade
as a “faux express courier envelope.” Faux is French
for fake, false, phoney.The envelope looks and feels like an envelope from a
courier company. It is large. It is made from heavy card
stock. It is red and blue. It says: “EXPRESS DAY
TIMED DELIVERY” on the front and back. It says “TIME-
SENSITIVE DOCUMENTS ENCLOSED.”This envelope even features the zipper-style opening
device, the type found on courier envelopes. It even
features a faux barcode, the type that the courier
scans with a handheld scanner when you sign for the
package.The problem with this envelope is that it is a lie. It was
not delivered by a courier. It is not an “express day
timed delivery.” Just look at the upper right-hand
corner and you’ll see that this envelope was mailed
using Canada Post’s discount Addressed Admail
postage.So, what looks like a time-sensitive, confidential
document rushed to me by same-day courier is
actually a sweepstakes promotion bulk mailed at the
cheapest postage possible, and likely mailed to
hundreds of thousands of other strangers across the
continent. Which means, in my book, this envelope is
a lie.My advice to Reader’s Digest is that they tell the truth
from cover to cover, including the cover. I won’t buy
from a liar, not more than once, anyway. As the old
saying goes, “Fool me once, shame on you. Fool me
twice, shame on me.”See the offending article at http://www.sharpecopy.com/ezine_images/RD-fake-express.jpg

The main difference between a real horse and a
hobby horse is that you can get off a real horse. And
one of my hobby horses is telling the truth in
advertising. That’s not a typo.Telling the truth in direct mail advertising is essential
for your long-term credibility. And long-term viability.
Lying is always wrong, even when it makes you
money.Being straight with your direct mail prospects and
customers is essential if you want to keep them. And
nowhere is this more important than on your carrier
envelope. Lose sight of the truth here and you’ll lose
sight of your customer for good.As Exhibit A I draw your attention to an envelope
mailed to this potential sucker by the nice folks at
Reader’s Digest. This envelope is known in the trade
as a “faux express courier envelope.” Faux is French
for fake, false, phoney.The envelope looks and feels like an envelope from a
courier company. It is large. It is made from heavy card
stock. It is red and blue. It says: “EXPRESS DAY
TIMED DELIVERY” on the front and back. It says “TIME-
SENSITIVE DOCUMENTS ENCLOSED.”This envelope even features the zipper-style opening
device, the type found on courier envelopes. It even
features a faux barcode, the type that the courier
scans with a handheld scanner when you sign for the
package.The problem with this envelope is that it is a lie. It was
not delivered by a courier. It is not an “express day
timed delivery.” Just look at the upper right-hand
corner and you’ll see that this envelope was mailed
using Canada Post’s discount Addressed Admail
postage.So, what looks like a time-sensitive, confidential
document rushed to me by same-day courier is
actually a sweepstakes promotion bulk mailed at the
cheapest postage possible, and likely mailed to
hundreds of thousands of other strangers across the
continent. Which means, in my book, this envelope is
a lie.My advice to Reader’s Digest is that they tell the truth
from cover to cover, including the cover. I won’t buy
from a liar, not more than once, anyway. As the old
saying goes, “Fool me once, shame on you. Fool me
twice, shame on me.”See the offending article at http://www.sharpecopy.com/ezine_images/RD-fake-express.jpg

Advertising on the radio must be a staple skill for any direct response agency. Radio advertising is so targetable, and so inexpensive when compared to television, for most products it’s a no-brainer. Today’s advertising consultant must offer more than just copywriting and placement however, if they are to compete in today’s advertising environment.Think of the value added proposition that a radio advertising firm can bring when they can become an internet marketing resource. I saw the convergence of these two skills coming together a few years ago and quickly experienced first hand the value of becoming a specialist in search engine optimization. It was a skill I found intriguing but it became very exciting when I learned the power of keyword optimization and backlink development. My own website began to benefit as more and more people could now find me.When I advised a few clients on basic SEO principles, it was gratifying when I saw their website show up for keywords in areas they could dominate. It was more than gratifying when I saw their increased visibility translate into additional business that couldn’t have been obtained any other way.Something as simple as being able to offer a radio advertiser top drawer placement in search as a value added proposition can greatly increase the chances that you will win with that client over the long term. It just makes sense to be able to offer a client added value online to go with your offline knowhow in radio advertising.The bottom line for any direct response agency is this. Advertising on the radio for most clients is no longer the lone skill that you need to provide. Think outside the box and bring more to the table. Create a value added proposition as an internet marketing resource to serve your clients’ marketing needs profitably.

Advertising on the radio must be a staple skill for any direct response agency. Radio advertising is so targetable, and so inexpensive when compared to television, for most products it’s a no-brainer. Today’s advertising consultant must offer more than just copywriting and placement however, if they are to compete in today’s advertising environment.Think of the value added proposition that a radio advertising firm can bring when they can become an internet marketing resource. I saw the convergence of these two skills coming together a few years ago and quickly experienced first hand the value of becoming a specialist in search engine optimization. It was a skill I found intriguing but it became very exciting when I learned the power of keyword optimization and backlink development. My own website began to benefit as more and more people could now find me.When I advised a few clients on basic SEO principles, it was gratifying when I saw their website show up for keywords in areas they could dominate. It was more than gratifying when I saw their increased visibility translate into additional business that couldn’t have been obtained any other way.Something as simple as being able to offer a radio advertiser top drawer placement in search as a value added proposition can greatly increase the chances that you will win with that client over the long term. It just makes sense to be able to offer a client added value online to go with your offline knowhow in radio advertising.The bottom line for any direct response agency is this. Advertising on the radio for most clients is no longer the lone skill that you need to provide. Think outside the box and bring more to the table. Create a value added proposition as an internet marketing resource to serve your clients’ marketing needs profitably.

Direct mail postcards have long been the workhorse of direct marketing. Direct marketers have used postcards for decades, simply because they work. Why else would they still be around after all these years?But as with any other form of marketing, direct mail postcards should be optimized in every way possible. To get the highest return on your investment, you must seek constant improvement in all aspects of your postcard marketing program.After working in the direct mail postcard industry for a few years, I’ve noticed some trends. I’ve seen which postcard strategies work the best, and which ones should be avoided. And I’d like to share a little of that with you right now. Just keep in mind that the only way to truly validate a direct mail strategy is to try it for yourself.So here are 10 of the best ways to improve your direct mail postcard response rates:1. Start with the big idea.
A good offer will motivate people to respond. A solid promise of value will motivate people to respond. But a pretty postcard alone will not. So before you worry about the wording or the design of your direct mail postcard, focus on the big idea. What’s the whole point behind your direct mail postcards? What’s the offer, incentive or idea that’s going to make people say, “Wow, I definitely want to learn more about that!”2. Invest in your mailing list.
Now that you have a big idea for your direct mail postcards, you’ll need to match it to the right group of people. In reality, you should already have a profile in mind of your ideal customers — that’s Good Business 101. But you’ll need a direct mail list that matches your ideal audience profile as closely as possible.Don’t skimp on this step. An in-house list of qualified prospects is usually the best way to go. If you don’t have one, call in the experts. Use a professional data company like InfoUSA, or a highly regarded list broker to assist you.3. Polish that headline.
Direct mail postcards have only a brief moment to capture the reader’s attention. I refer to this as the “golden glimpse” — that moment when your postcard comes out of the mailbox and either engages them or loses them. A strong direct mail headline goes along way in helping you survive the golden glimpse. So rewrite your headline as many times as needed until it is (A) easy to read at first glance, (B) interesting in some way, and (C) suggestive of the value to come.4. Choose the right image.
Obviously, direct mail postcards have limited space. So in most cases, you should only have one dominant image on the non-address side of the postcard. Don’t choose an image just because you think it’s neat or pretty. Your postcard’s image will support the headline mentioned above, and vice verse. Together, they must identify and engage the audience. So choose an image for your direct mail postcards that is (A) eye-catching, (B) relevant to your headline and message, and (C) relevant to the reader in some way.5. Limit the scope.
We’ve already mentioned the limited space of a direct mail postcard. Because of this, it’s wise to limit the scope of your message to one major product or idea. Make it your direct mail copywriting mantra: “One idea per postcard!”By limiting each postcard to one product (or service, or idea, or topic), you can develop it in a way that is more likely to generate a response. You could explain the primary benefits, offer a testimonial or two, include some product photos, and make a strong offer. But you can’t do all that while covering several topics, not on a direct mail postcard anyway. Save the multi-topic sales pitch for your brochures and website.6. Clarify your message.
I’ve read a lot of marketing pitches over the years that I simply did not understand. This comes from a writer who makes assumptions about his or her audience. Don’t ever assume that people will understand your product or service as well as you — they don’t. So on your direct mail postcards, your message has to be crystal clear and easy to understand, with only one read-through. If people don’t get it the first time around, they won’t give you another chance.7. Sell the next step.
Alternately, this tip could be labeled “Support the overall process.” I can think of few occasions where the direct mail postcard is the only vehicle in a sales process. Usually, it’s just link in the chain between introduction and conversion. The reasons are simple. It’s hard to sell a product with only a postcard — except maybe for products under $50.As for services, that depends on the type of service you’re selling. But the direct mail postcard should still offer a next step in addition to “call me.” Define your sales process before mailing your postcards, and make sure you’re not putting too much burden on the postcard.8. Use a strong but realistic call to action.
The call to action is the culmination of the direct mail postcard’s message. It’s what the entire postcard leads up to. It tells the reader what he or she should do next in order to learn more or take action.With everything a call to action must do, it’s critical that it be clear, simple and realistic. Strip away all the complexity and give people an easy way to respond. Give them toll-free 800 number to call, or a simple web address to type. Be realistic — people will not jump through hoops to reach the next step.9. Balance the desired response with the right incentive.
The more you ask of people, the more you must be willing to give them in return. Think of it as a seesaw. If you ask for too much with your postcards but offer too little, the seesaw will drop to the ground. If you have a relevant offer and your next step is relatively simple, you can get by with a smaller incentive. But if you’re asking people to go online and fill out a lengthy form, you’ll need to offer a stronger incentive. You have to be realistic to strike a balance.10. Track, test and measure … constantly.
Eugene Schwartz, the author of Breakthrough Advertising, stated that “here are no answers in direct mail except test answers.” What he means is this. You can take a direct mail strategy that well for another marketer, apply it to your own audience, and have it flop. On the other hand, it could be a huge success. You won’t know until you try it and measure the results.Think of it this way. Using the best practices of direct mail postcard marketing will put you ahead of 75% of your competition. Testing can help you surpass the other 25%.Here’s the good news. Testing direct mail postcards is relatively easy. If you send 5,000 postcards out and get 250 phone calls about that postcard, you’ve just measured a 5% return on your investment.Conclusion
Direct mail postcards have proven successful for a wide variety of company’s selling an even wider array of products and services. The versatility of postcards allows them to be adjusted for almost any marketing purpose. But as with any other form of marketing, direct mail postcards have their own set of best practices. I hope this article has opened your eyes to some of those practices, and I wish you the best in your direct mail marketing.* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author’s byline and the active hyperlinks below.

Why settle for a 3% success rate? Compared to most advertising methods, direct-mail enjoys the highest success rate with an assumed average of 1-3%. You can send out a variety of materials which your clients can readily use such as brochures, postcards and of course, catalogs through catalog printing.If you are a small business with a limited marketing resource, it’s not quite feasible to send out catalogs to as many people as possible, especially if you don’t have a mailing list. 1) Compared to other prints, catalogs are expensive to print and mail, and 2) Blind advertisement, sending out unwanted catalogs to consumers, will train your prospects to screen out mails from you next time you send them.The Means to Getting Increased Response Rate1. First things first – no amount of advertising can substitute quality products or good customer service. They make one or two time purchases. However a business survives not on chance purchases but repeat sales and referrals. Always think of subsequent purchases.2. Before investing in catalogs, invest in building customer relationship. Get to know your customer. Distinguish between your one-time buyers and your regular customers.3. Create a database if you have to. Understand their motivations and their needs. Know your prime clients’ preferences.4. From this list, determine your prospect and prime prospects. Send them a catalog if and only if, you feel their interest matches the catalog. Remember every catalog costs money and every missed hit is a waste of money.5. Personalize. When you do decide to send out the catalog, include a short note, greet them by their name, address your client explaining why you sent the catalog and sign it. Also, a simple line such as: “I thought you might like the _______ on page. It’s in the new look or model out now,” would be pretty useful and thoughtful as well.6. Include an order form or information on how they can place an order (i.e. your shop’s telephone, website address etc). Offer to deliver, inform them of special rates or modes of payment, and anything else that would motivate them and make ordering convenient. Make it hassle free for your customer to make the purchase.Always think that what you are selling are not products, but customer satisfaction. You are providing them solutions and benefits as well. Have a sincere desire to help the customers. Create products that offer answers to their needs and be keen on understanding the customers’ wants and demands too.Don’t spread yourself too thin. Stop trying to sell your products to everyone. Concentrate on the ones who truly need them and gain more repeat purchases.• The key to increasing customer response to direct-mail advertising is to focus and be precise. Take advantage of small businesses is the personal relationship it has with its customers.• Also, think of your catalog as a supplement to your other marketing strategies. It may take more than one approach to win a customer. It may take following-up with calls, brochures, or incentives to win them. Send a brochure offering technical support, a demo presentation, money-back guarantees, etc. Create a consistent marketing strategy that is focused on customer relationship.The only measure of a successful marketing strategy is the amount of profit it makes. Customers won’t pay for award-winning advertisements or witty tag-lines. The only thing they are willing to pay for is their satisfaction – that is your business. Make your catalog printing in tune with your goals and be ready to get profitable responses.