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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
November, 2001
Volume: 16 Number: 11
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Copywriting tips for creating
effective self-mailers
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The Anthrax scare is changing the direct mail industry
fast.
Marketers are reasonably concerned about whether their
direct mail envelopes are getting opened by a nervous
population. As a result, they're taking a fresh look at
self-mailers which I'll define as follows:
A self-mailer is any mailing that is completely self-
contained and doesn't require an envelope. A postcard
is a self-mailer. So is a catalog. In fact, there are
hundreds of kinds of self-mailing pieces or formats you
can use.
Obviously, because of the Anthrax scare, a self-mailer
eliminates the envelope problem. No wonder it's getting
a second look from concerned mailers! But self-mailers
have other important things going for them. Let's take
a look at this a little more closely . . .
The great advantage of a self-mailer is that it's
cheap. Your printer just takes a single sheet, prints
it, folds it, and you're ready to roll. This means you
won't have to print a number of pieces and then stuff
them into an envelope. You can forget about creating
sales letters, reply devices, second letters, and so
on. (With an envelope package, costs mount quickly and
it's easy to spend a fair amount of your tight budget
putting a hard-hitting piece together.)
The self-mailer is a good choice for making noisy
announcements (which is why retailers use them at sale
time). It's also easy for the prospect to unfold a
self-mailer. There's no envelope to tear open so you
know that you stand a good chance of getting the reader
into the body of your message. Especially these days!
Marketers should (generally) restrict the
self-mailer format to lead- generation activities. Are
you offering a free demo disk, a videotape, or a
brochure? Are you trying to drive someone to your Web
site or offering an irresistible White Paper? A self-
mailer can be an effective way to go. You can
communicate the offer crisply and cleanly. There's not
a whole lot of selling that you have to do.
IMPORTANT: I would rarely use a self-mailer to sell
a
product "off the page." If you have to communicate a
complex or persuasive message, the self-mailer just
doesn't give you the raw space you need or the variety
of enclosures that get your cash register ringing!
Here are a few things to consider next time YOU decide
to put a self-mailer to work. (Please note that this is
a list of ideas to get you thinking - not a
comprehensive collection of "must-include" elements.)
+ Make the call-to-action clear and compelling on the
front panel
+ Announce news
+ Use bullets to organize benefits
+ When you use photography, illustrations, or cartoons,
don't forget captions
+ Include testimonials
+ List companies who use your product
+ Include highlights of rave product reviews
+ Reproduce award logos
+ Include your guarantee
+ Include a personal note from the president of the
company
+ Add a bonus offer for fast response
+ Include offer expiration date
+ Don't forget to sell the offer as well as your
product
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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Copyright 2001, by Ivan Levison, All Rights Reserved.
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