25 Ways to Get a Bigger Response to Your Direct Mail Sales Pieces

Achieve bigger response with these solid tips from John Caples and Craig Simpson from Simpson Direct, Inc.

John Caples’ direct mail ads, written in the last century, were hugely successful. We would all do well to listen to any advice from Caples on how to create more effective sales pieces. Fortunately for those of us writing ad copy today, Caples revealed some of his best secrets in his classic book, Tested Advertising Methods.

One chapters of this book, “Thirty-Two Ways to Get More Inquiries From Your Advertising,” is a treasure of helpful information. I thought it would be well worth it to list my favorite ways here, with just some brief comments.

It’s amazing the degree to which Caples’ advice is right on the money today. So go over this power-packed list. Master its principles. And you’ll know you are sending out sales pieces with the best chance of yielding the results you want.

1. Mention the Offer in the Headline: People are more likely to read your sales piece if they’re told in the beginning what’s in it for them. That’s why “Learn How to Get Your Free Report on Surefire Weight Loss Methods” will get a bigger response than “Learn Surefire Weight Loss Methods.”

2. Emphasize the Word “Free”: If you’re offering something at no cost, make the most of that appealing fact. The word “free” is one of the most powerful words in any ad.

3. Mention the Offer in a Subhead: One effective way to arrange the beginning of your sales piece is to have a strong headline followed by a subhead that presents the offer. For example:

Learn Surefire Weight Loss Methods.

Get Your FREE Book by Responding in 72 Hours.

4. Show a Picture of the Booklet or Sample: A picture can be worth ten thousand words. Show a picture of what you’re giving away with a “Free” burst displayed prominently, and readers will quickly get the idea.

5. Mention the Offer in the First Paragraph: Don’t wait until the end of the piece to describe what you’re giving away. You don’t need a “big reveal.” Describe it from the outset to keep the truly interested people reading.

6. Use an Attractive Booklet Title: The title of the booklet you’re giving away is part of your ad copy. The title itself should offer a benefit, such as “5 Easy Steps to Losing Weight,” or “Beauty Secrets That Will Make You Look 10 Years Younger.”

7. Include an Attractive Description of the Offer: Make a list of all the good things about your free booklet (5 easy steps, illustrated, complete instructions, etc.). A table of contents could be appealing.

8. Include a Booklet Foreword by a Famous Person: If you can associate your booklet with someone your readers have heard of and admire, it will increase the perceived value of your offer. So, if your book of golfing tips has a foreword by a famous golfer, or your book of beauty tips has a foreword by a movie star, that’s worth highlighting in your sales piece.

9. Include Testimonials: Testimonials from either experts in the field, or people just like your readers who benefited from the booklet, will make your booklet seem more “legitimate” and worth requesting.

10. Sweeten Your Offer: Add a bonus and it will make the offer more attractive. Add a bonus booklet. Or a free sample. Pile on the benefits, and people will be more likely to respond.

11. Include a Coupon: When a reader sees a coupon, it’s a visual call to action. Even if people call or go on line rather than mail anything in, just seeing the coupon can get people moving. Also, the discount the coupon offers is a benefit, reducing the risk of replying.

12. Print the Value on the Coupon: Don’t expect readers to do the math. If you print a 25% off coupon, clearly state “Up to a $25 value” – or whatever it is. That makes the coupon appear to be as valuable as money, and worth following up on.

13. Include Some Selling Copy on the Coupon: Every inch of space on your sales piece is valuable real estate, including the coupon. So repeat the offer, the value, and the guarantee. Even if readers look at nothing but the coupon, they should still get a good idea of the offer.

14. Print Your Address Twice in Each Ad: Don’t expect your reader to go hunting for your contact information. Make it easy to find. In fact, you could print it at the bottom of every page, and put it prominently near your call to action.

15. Include a Telephone Number – Especially a Toll-Free Number: This is even truer today than when Caples wrote this advice. People don’t respond as much by mail anymore. They are more likely to call – or go online. Or maybe FAX, depending on your niche. Whatever they do, it’s your job provide an easy way that people can reach you, that won’t cost them anything.

16. Emphasize “No Obligation:” People don’t want to take a risk. Keep assuring them that there is no obligation and nothing to lose.

17. Offer Certain Information in a Plain Envelope: If the information you’re offering may be embarrassing to people (like information on personal hygiene), assure readers that it will arrive in a plain envelope.

18. Urge Immediate Action: If people don’t act right away, they may never respond at all. So give them a reason for acting immediately. Put a time limit on the offer, say supplies are limited, etc.

19. Include a Business-Reply Postcard: Similar to a toll-free number, you want a method that won’t cost your prospects anything. If you can afford it, including a postage-paid envelope can increase responses. But it also increases costs. Do a cost-benefit analysis to see if the increased inquiries (and ultimate sales) make up for the increased cost.

20. Use a Free-standing Insert: You can include a lift-note or a single-page or multiple-page ad within your larger sales piece, in the same envelope if you’re using one. This will get attention. You can give more information or reiterate the offer.

21. Test Several Different Offers: This is great advice. Don’t assume you know what readers want. Test several different bonuses, samples, or booklet titles. Test several different ways for people to get back to you. See what gives you the biggest response.

22. Test Several Different Ads: Vary headlines, formats, sales piece lengths, etc., to see which yield the biggest response.

23. Use Long Copy: Whatever size ad you use, make sure it’s filled with copy. Give plenty of facts and benefits. This is what will make people respond.

24. Study the Offerings of Your Competitors: You don’t have to reinvent the wheel. See what your competitors are doing, especially if you’re just starting out. How long is their copy? What kind of offer are they making? If they’re successful, you can get some ideas from them to get a leg up.

25. Keep Records of Your Results: This is no surprise. Caples was a master of “Tested Advertising Methods,” and you should become one too. Measure your response rates to see what raises them, and what lowers them. That will tell you what to do to get better results on your next ad campaign.

There’s a wealth of information here to create more effective sales pieces that yield a greater response. I hope you will put it all to good use.

I can bring you turn-key business growth initiatives that will make a difference for you. Please let me know if you are interested in having a conversation about how I can help you.

George

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