Successful direct mail writers get their prospects’ attention by focusing on the prospect’s needs and making them feel that the letter was written just for them. The most effective headline, by far is “Sally Jones (or someone the prospect knows) thought you would be interested in this product.” It immediately establishes a relationship and gives you credibility. If you can’t get a person’s name in a piece, use a club or establishment the prospect is familiar with that you can use as a referral. “Hog (Harley Owner’s Group) thought you would be interested in this new chrome cleaner.”

Personalize your mailing. When you personalize a mailing by using the prospect’s name, the odds of getting a solid lead are five times greater than if you send your piece to a “title” in the company, or “recipient” in a household. A really good hook on an envelope is “I need your help.” People love giving advice, but make sure your letter reinforces this message.

Here are some guidelines to make your headlines worth the price of postage:

1. Use odd numbers
2. Keep your headline straightforward and simple
3. Use strong words
4. Put the benefits in your headline and use “absolute” terms. “Seven ways to increase your income is much stronger than “How to increase your income.”
5. Create a sense of urgency
6. Market from the heart.
7. Use gimmicks to beef up your headline.

You’ll almost never write the perfect headline the first time out

Headlines can make or break a direct mail piece, so don’t settle for your first attempt. Try writing 30 headlines first time out. Wait a day, analyze all. Add, delete and modify the ones that best seem to deliver on consumer benefits. Wait another day and pare down to the best ones, then make them stronger. If you can, try to run tests on the best ones by using different headlines in comparison mailings.

Business Know How