The offer

What do you want to say? Why are you contacting these people in the first place?  You should always have a reason for writing to people.  Is it something new that they can have?  Is it a special offer or a reduced price, a new item in stock for a limited time?  Whatever it is, the offer is probably the most important area.  If you get the offer right then you are off to the best start.

Make your offer as eye catching and imaginative possible.  Make it time sensitive and difficult to say no to. Make it believable and above all make it easy to understand. To assess this, show your letter to a stranger: they should be able to say what you are telling them about in about 5 records if you are to have a chance of winning over people with your direct mail letter. 

This material comes from one one of the Marketing Mentor Marketing Seminars.