More Hot Tips!

Target messages to target audiences: Everyone's hot buttons are different. If you're mailing to a variety of markets, adapt your message to each one. For example, if your selling an accounting software program to home computer users, you might stress the benefits of getting control of finances, easier budgeting, or faster tax form preparation. If you're selling the same program to home businesses, you might highlight the benefits of saving time, being more competitive, or eliminating paperwork.

Make clear your copy and design: If your readers don't understand what you're selling or why, they won't buy anything. You're first job is to be clear. Your copywriter should get to the point clearly. Your designer should make the copywriter's words easy to read.

Offer a choice of payment: Different people prefer different ways to pay. Credit card, personal check, bill me, installments, COD, purchase order, etc. If your prospect wants what you're offering, but can't pay for it the way they want, you loose a sale.

Create urgency with a time limit: As a former salesman, I know the faster you force a decision, the more likely that decision will be in your favor. Put a firm time limit on your offer, force a quick reply, and your sales will usually go up.

Create greater urgency by offering an "early bird" rate: Instead of punishing late responders, reward early responders. To get the desired result, the early bird offer must be compelling and significant savings.

Backup your guarantee fully: If you say it, mean it. And make sure everyone in your organization understands the guarantee inside-out - especially anyone who deals with customers directly.

Keep your guarantee short and simple: Don't write a novel. Just say it and shut up. Here's the classic guarantee: "We provide the finest widgets in the world. If you are not fully satisfied for any reason, just return our widget within 60 days for a full refund of your purchase price." You can be more personal, or stronger, or even offer double their money back. Just keep it short and sweet and readable at a glance.

Create a sense of urgency to order now: Encourage an immediate order by saying something like, "Call now," "Order today," or "Complete and mail this order form right now, while it's still handy!" Remind your prospects of your deadline with "Offer ends·" and a specific date, or just use a generic "Offer good while supplies last" or "Hurry! This is a limited time offer."

Show the product: Seeing is believing and a little picture of your product right on the order form can boost response. Remember, your prospect can't examine your product before ordering. A picture on the order form reassures your prospect that you'll deliver what you promise.

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