© 2005 Dream Merchant

Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com

ADDRESSING THE ISSUES

One of Our Long-Time Columnists Addresses 
the Most Frequent Direct Marketing Questions.

©2004 by Jeffrey Dobkin

PART ONE

Hello...Jeff Dobkin here. Let's start looking at some of the best (and most frequently asked) questions on marketing:

Q. FIRST, I'VE GOT TO GET MY ENVELOPE OPENED. ANY SUGGESTIONS?

A. Write teaser copy on the envelope--a few succinct lines tempting people to find out what's inside.

My favorite opening line is "Gift Certificate Enclosed." It's best because it drives everyone inside to see what the gift is. In addition, gift certificates are cheap to print and light to ship (only about one-third or one-fourth sheet of paper), they have no cost at all until redemption, have a high perceived value, can be directed at high margin or excess merchandise, and are by design, naturally easy to track.

Using a great teaser line will overcome a bulk mail stamp--now called standard mail--or an address label. Gift certificates compel a wide range of recipients to open the envelope. Any arguments?

Q. SHOULD YOU USE TEASER COPY ON EVERY ENVELOPE?

A. Yes, if it's a commercial piece. Teaser copy certainly works well with free offers. Teasers can be as loud as a shout (in red ink and all capital letters) or small and classy in script ("Your Personal FREE Invitation is Enclosed"). Plus...I usually add the words "Please Open Immediately" to every envelope.

Then again, you may not need a teaser line if it's a personal-looking letter with a live stamp and a hand written or ink-jet address imaged directly onto the envelope. If it looks like personal correspondence, people will open it anyhow.

For commercial mailings where you want a "Plain Jane" look, the next best way to get your envelope opened is to print your name and your business address in the upper left corner, with no company name. This looks more like a personal mailing. For this to work, the recipient's address must be imaged directly on the envelope--no label.

Q. WHAT'S THE BEST WAY TO COME UP WITH A GREAT LINE OF TEASER COPY FOR YOUR ENVELOPE? FOR THAT MATTER, WHAT'S THE BEST WAY TO COME UP WITH A HEADLINE FOR AN AD OR PRESS RELEASE?

A. It's the Jeff Dobkin 100 to 1 Rule: Write 100 lines, go back and pick out your best one. I didn't say you'd like it. I just said it works.

Q. DO YOU HAVE ANY FORMULAS FOR CREATING HEADLINES?

A. I have a couple of formulas that really work.

1. New Product Offers Benefit, Benefit, Benefit. For example... "New Lawn Mower Cuts a Wider Path, is Easier to Push, and Never Needs a New Battery." Or... "New Lightweight Tennis Racquet Hits Harder, Faster, and is Less Tiring."

2. Free Booklet Offers Valuable Information. For example... "FREE Booklet Shows You How to Find and Stop a Leaky Roof." Or... "FREE Booklet Offers 17 Tips for Buying a New Car at the Lowest Cost."

If you craft your headline with care, there's an additional advantage to offering a free booklet--the title of the booklet attracts only the people who are interested in your specific product or service. So you don't wind up sending expensive literature to people who aren't going to purchase from you. Who would ask for a booklet on repairing a leaky roof unless their roof leaked. Who'd want a booklet on buying a new car unless they're looking at new cars?

Q. HAVE ANY GOOD WRITING TIPS OR TRICKS?

A. Here's the best writing trick ever--go back and cross out your first sentence. This works just about everywhere. Having a really bad day? Go back and cross out your first paragraph. This pulls you right into the heart of your copy.

If you're having a hard time writing, just start anywhere. Pick up a pencil and just start writing about your product or service. Cross out your whole first page if you have to. You'll soon focus on what you need to say. Write about the features in a brochure, and the benefits of those features in the letter.

NEXT ISSUE: Jeff answers more marketing questions.

Jeffrey Dobkin, author of HOW TO MARKET A PRODUCT FOR UNDER $500 and UNCOMMON MARKETING TECHNIQUES, is a specialist in direct response copywriting. He writes powerful, response-driven sales letters, TV commercials and scripts; persuasive catalog copy; and exceptionally hard-hitting direct mail packages that increase sales. He also analyzes direct marketing packages, ads, catalogs, and campaigns. Mr. Dobkin is an acclaimed speaker and a direct marketing consultant. Call him directly at 610-642-1000 for free samples of his work.

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