Direct Marketing

Recently I was talking with a new client who mentioned something that I have heard a few times before.

It was a comment along the lines of … Rod I want you to create our marketing campaign for us, and write our sales letters BUT I notice you tend to write long sales letters … can you create a shorter one for us?

This is always an interesting question / comment and one I always question. Now don’t get me wrong here … it is not that I am a big believer in long format sales letters … what I believe in is what works for your marketplace and your product.

As Dan Kennedy says … its about getting the right message to market match.

So if a short letter does the job better than I would do a short letter. If it requires a longer letter then I will do that.

When I quizzed my new client as to why he wants a shorter letter the first thing I asked is … Why … have you tested long letters and not got a good result?

Typically when I ask probing questions what comes up is that it is their personal preference. This is a huge mistake and one you want to avoid making. Your personal preference generally is not representative of what will make the marketplace take action and buy your product or service.

Here is the key though … you need TEST and MEASURE.

Find out what works best by testing and measuring a number of approaches and then do what works. Keep your personal preferences out of it.

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