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This document provides best practices for writing successful direct mail. It recommends focusing on the audience and objectives, using short words, sentences and paragraphs, and repeating the call to action multiple times. Key messages should be supported with benefits, specifics, testimonials and visuals like charts. Direct mail should be signed by a person, link to digital assets, and be tested. Resources for writers include a white paper, online calculator, video and eBook. The document emphasizes writing for scanners, using numbers strategically, selling benefits over features, and teaming with designers.

The Devil’s in the Details:
Best Practices for Writing
Successful Direct Mail

CALL: 913.341.1211
EMAIL: Pat@PatFriesen.com
VISIT: PatFriesen.com/articles

Direct mail is NOT dead …
but those who know how to
write for it are
quickly disappearing.

Direct Mail:
• Virus-free
• 3-dimensional
• Hard-to-ignore
• Engaging formats
• Easy to highlight, file, share, refer to

Numerals vs. numbers as words
(1,000 vs. one thousand)

Sell BENEFITS, not features.
Your reader wants to know,
“What’s in it for me?”
(WIIFM?)

Be Specific
• Save money
• Save hundreds of dollars
• Save an average of $478.22 each year
• Save money to put your child through college

Keep
words,
sentences
&
paragraphs
short

•

Words: 5 characters or less (75%-80%)
Sentences: 1 ½ lines or less
Paragraphs: 6 lines or less

Letters should be signed.
Letters should be signed by a
person, not a company.

Photo captions
Bullets
Headlines & Subheads
Salutation
Johnson Box
First Sentence
P.S.

Don’t bury your call-to-action.
Repeat it more than once.

Looking for a
strong first sentence
to launch your letter?

.

Never end the first page of
a multi-page letter
with end punctuation.

It doesn’t matter what’s
inside your outer envelope
if it doesn’t get opened.

►Teaser copy
►Return address
►Addressing
►Postage

Google:
Tension Envelope Free White Paper

FREE is one of the two
most powerful words in the
English language.

Free quote
Free 30-day look
Free guide
Free cost comparison
Free analysis
Free white paper
Free __________

Google the “We-We Calculator”

It’s FREE! And it measures
the customer-focus of your
copy and content.

Find creative ways to
transform intangibles into
something more tangible …
and also link your direct mail
to your digital assets.

Repetition works.
Find multiple ways to
say the same thing
and say it more than once…

rates are affordable
only $10.77/month
pay less than 36¢/day
that’s less than a 1 stamp
st

Don’t write in a vacuum.
The sooner you team up with
your direct mail designer,
the better the end result.

Use testimonials &
product reviews to diffuse
buying objections

Use charts, graphs & images to
support key copy points

Writer’s Resources:
White Paper: How to Create Successful Direct Mail
Online: We-We Calculator
YouTube Video: 4 Design Best Practices for Direct Mail
eBook: The Cross-Channel Copywriting Handbook

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barlow1984

The document provides an overview of a training session on website design and effectiveness. It outlines 7 rules for an effective website, including defining the target customer and having a clear call to action. It also lists the top 11 turn offs, such as slow loading pages, and 9 turn ons, like social proof and incentives. Attendees will critique websites based on the tips and feedback to the group. The goal is for participants to understand how to measure a website's effectiveness and avoid the 70% of sites that don't work well.

The document provides tips for authors to put their book sales on autopilot. It discusses distributing books through multiple channels like Amazon, Nook, Apple and setting up fulfillment. The presenter recommends building an effective website and sales page, promoting through reviews, social media and affiliates. Authors are encouraged to join a community of authors to learn best practices and apply marketing strategies that have worked for successful ebook sellers.

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This document discusses 7 common mistakes in website copy that can hurt conversions. It identifies the mistakes as: 1) copy being too hard to read, 2) focusing on the business rather than the customer, 3) not using customer words, 4) being too vague, 5) weak headlines, 6) inconsistent voice, and 7) lack of social proof. For each mistake, it explains why it matters and provides tips on how to improve, such as using more customer-focused language, adding specific details, and collecting and showcasing social proof from real customers. It also recommends resources like Hotjar, Hemmingway, and books that can help improve copywriting skills.

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The webinar covered best practices for crafting effective subject lines for emails. Key recommendations included keeping subject lines short at 5-8 words or 30-50 characters, including valuable information and calls to action, and testing subject lines. Common mistakes to avoid are using placeholders, misleading information, or inappropriate language. Examples were provided of successful subject lines from various companies that generated clicks. Resources for continuing to improve subject line writing skills were also shared.

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Inside Sales Virtual Summit - Access all 62 recorded sessions here: http://www.insidesales.com/summit/register-2 Bryan Kreuzberger - Founder of http://breakthroughemail.com/ LinkedIn: http://www.linkedin.com/in/bryankreuzberger Twitter: https://twitter.com/BryanKreuz Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php

Do you have unfinished products?

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The document discusses why many people fail to finish products they start creating. It suggests that common distractions include getting sidetracked by adding graphics, improving sales copy, or pursuing perfection. The document advises focusing only on completing the initial product before tweaking or improving it, so that something can be offered to potential customers rather than losing opportunities. Finishing an imperfect product is preferable to never finishing.

Egypt at the 2016 summer olympics

Alexandria University, Egypt

Mohamed El-Sayed No. Pos. Name Date of birth (age) Height App. Goals Club 10 P Mohamed Mamdouh 1 January 1990 (aged 26) 1.85 m 121 336 Al Ahly 11 P Mohamed Sanad 1 January 1993 (aged 23) 1.85 m 57 134 Al Ahly 12 GK Mohamed El-Sayed 1 January 1990 (aged 26) 1.90 m 123 0 Al Ahly 13 P Ahmed El-Ahmar 1 January 1992 (aged 24) 1.85 m 84 189 Al Ahly 14 P Mohamed Shebib 1 January 1992 (aged 24) 1.85 m 78 158 Al Ahly 15 P Ahmed El-

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1. The Devil’s in the Details: Best Practices for Writing Successful Direct Mail

2. CALL: 913.341.1211 EMAIL: Pat@PatFriesen.com VISIT: PatFriesen.com/articles

3. Direct mail is NOT dead … but those who know how to write for it are quickly disappearing.

4. Direct Mail: • Virus-free • 3-dimensional • Hard-to-ignore • Engaging formats • Easy to highlight, file, share, refer to

5. Appropriate

6. ►Audience ►Product/Service ►Objective

7. Write for scanners vs. readers

8. The 3:33 Rule

9. Odd numbers vs. even (997 vs. 1,000)

10. Numerals vs. numbers as words (1,000 vs. one thousand)

11. $10,000 vs. $10,000.00

12. Sell BENEFITS, not features. Your reader wants to know, “What’s in it for me?” (WIIFM?)

13. Be Specific • Save money • Save hundreds of dollars • Save an average of $478.22 each year • Save money to put your child through college

14. Keep words, sentences & paragraphs short

15. • Words: 5 characters or less (75%-80%) Sentences: 1 ½ lines or less Paragraphs: 6 lines or less

16.

17.

18. How long should a letter be?

19. Letters should be signed. Letters should be signed by a person, not a company.

20. Hot Spots

21. Photo captions Bullets Headlines & Subheads Salutation Johnson Box First Sentence P.S.

22. Don’t bury your call-to-action. Repeat it more than once.

23.

24. Looking for a strong first sentence to launch your letter? .

25. Never end the first page of a multi-page letter with end punctuation.

26. It doesn’t matter what’s inside your outer envelope if it doesn’t get opened.

27. ►Teaser copy ►Return address ►Addressing ►Postage

28.

29.

30.

31. Google: Tension Envelope Free White Paper

32. FREE is one of the two most powerful words in the English language.

33. Free quote Free 30-day look Free guide Free cost comparison Free analysis Free white paper Free __________

34. YOU

35. Google the “We-We Calculator” It’s FREE! And it measures the customer-focus of your copy and content.

36. Find creative ways to transform intangibles into something more tangible … and also link your direct mail to your digital assets.

37.

38.

39.

40.

41. Repetition works. Find multiple ways to say the same thing and say it more than once…

42. rates are affordable only $10.77/month pay less than 36¢/day that’s less than a 1 stamp st

43. Don’t write in a vacuum. The sooner you team up with your direct mail designer, the better the end result.

44.

45. Use testimonials & product reviews to diffuse buying objections

46.

47.

48. Use charts, graphs & images to support key copy points

49.

50. Test. Test. TEST!

51. Writer’s Resources: White Paper: How to Create Successful Direct Mail Online: We-We Calculator YouTube Video: 4 Design Best Practices for Direct Mail eBook: The Cross-Channel Copywriting Handbook

52. Questions?????

53. CALL: 913.341.1211 EMAIL: Pat@PatFriesen.com VISIT: PatFriesen.com/articles

Editor's Notes

Google it! Here’s an example …

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