Mistake #9 The magic words
This mistake is not using the magic words that can dramatically increase the response to your mailing.
What are the magic words of direct mail?
Free. Say free brochure. Not brochure. Say free consultation. Not initial consultation. Say free gift. Not gift.
If Microsoft word attempts to autocorrect “free gift” to “gift”, ignore it. An English teacher may tell you that the phrase “free gift” is redundant, let me tell you a story to explain why in direct mail, that isn’t the case.
A mail-order firm tested two packages. The only difference was that package “A” offered a gift while package “B” offered a free gift. The result? You guessed it. The free gift order in package “B” significantly out pulled package “A”. What’s more, many people who received package “A” wrote in and asked whether the gift was free!
No Obligation. Important when you are offering anything free. People want to be reassured that there are no strings attached.
Limited time only. People who put your mailing aside for later reading or file it will probably never respond. The trick is to generate a response now. One way to do it is with a time-limited offer, either generic (“This offer is for a limited time only.”), or specific (“This offer expires 9/20/87.”). Try it!
Announcing. People like to think they are getting in on the ground floor of a new thing. Making your mailing an announcement increases its attention-getting powers.
New. “New” is sheer magic in consumer mailings. But it’s a double-edged sword in industrial mailings. On the one hand, business and technical buyers want something new. On the other hand, they demand products with proven performance.