Mistake #7 Saving the best for last
Some direct mailers save their strongest sales pitch for last, starting slow in their sales letters and hoping to build to a climactic conclusion.
This is a mistake. Leo Bott, Jr., a Chicago-based mail-order writer, says that the typical prospect reads for five seconds before he decides whether to continues reading or throw your mailing in the trash. The letter must grab his attention immediately. So, start your letter with your strongest sales point.
Starting the offer up-front, especially if it involves money; saving it, getting something for an incredibly low price, or making a free offer.
Know the “hot spots” of your direct mail package – the paces that get the most readership. Those include: the first paragraphs of the letter, its subheads, its last paragraph and the post-script (80% of readers look at the PS); the brochure cover, its subheads and the headline of its inside spread; picture captions; and the headline and copy on the order form or reply card. Put your strongest selling copy in those spots.