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Direct Mail Tips from @johnbethel

Tuesday, September 22nd, 2009

I’ve been following copywriter John Bethel for a short while on twitter and recently he has been randomly publishing a bunch of direct mail tips for your next appeal – take a look.

Direct mail letter tip: Tell a real story & weave it throughout your entire letter.

Direct mail tip: Mixing typeset w/handwritten teasers on outer envelope can boost response.

Direct mail tip: For your next No.10 envelope mailing, test using No.11 or No.12 against it.

Direct mail tip: Place the name of the person signing letter above the corner card on carrier envelope in courier typeface.

Direct mail tip: When using No.11 or 12 carrier envelopes, make sure you also use larger carrier window.

Direct mail letter tip: “You” & “Your” most important. And type “I” instead of “we” most of the time. Keeps it a 1-to-1 communication.

Direct mail letter tip: Occasionally use 1-sentence paragraphs for emphasis. Even 1-word paragraphs are great.

Direct mail letter tip: Hook your paragraphs together with “connective” words – ex: And But Then Why – to build & keep reader moving.

Direct mail letter tip: Try using “handwritten” marginal notes in blue or red ink.

Copywriting tip: Read your draft copy ALOUD & anywhere u stumble, revise & smooth it out.

Direct Mail letter Tip: Write about a real live person — NOT just your mission statement or programs.

Direct Mail Tip: When using hand-written copy — be sure to keep it short (hard to read otherwise).

Direct Mail TIP: Giving a deadline date for reply can boost response, but give a believable reason for it.

Thanks John for these great tips. I look forward to doing a part 2!

Posted in Basic Design, Testing, direct mail | 6 Comments »

Just Go Font Yourself

Wednesday, September 2nd, 2009

Oh – maybe that sounds worse than it was I meant it to. Wouldn’t be the first time I suppose.
I wanted to tell you about a great guy who does great things and has helped charities like yours likely raise some serious money. And you’ve probably never heard of him.
His name is: CHANK. Chank Diesel. (#24 on the coolest name ever list.)
Years ago when I was working at Stephen Thomas, we encountered a problem over and over. We wanted the direct mail packs we were doing to look more homemade and handwritten without having to hire or find a bunch of volunteers to spend countless hours getting wrist cramps and writing out donors addresses on outer envelopes.
ENTER CHANK.
Chank creates fonts for a living. Not only that, but Chank has helped me create a number of fonts to use for clients like you!
Check these out:

Having your handwriting turned into a font allows me to create art that looks like it has really come from the hand of the ED or whoever you want.

I’m sure you are starting to get a sense of the possibilities.
And Chank has been gracious enough to make a special deal (only $149 US) for my readers and followers right here: https://www.chank.com/gofontyourself/
Thanks a ton Chank! And keep up the amazing work.
Hopefully once you have your font in hand, you’ll come to me to show you how to use it most effectively!
(And by the way, check out the rest of his font design too!)

Posted in Basic Design, Inspiration, Testing, direct mail | 1 Comment »

Direct Mail Tip #5

Friday, July 31st, 2009

“You”.

Aside from “thanks”, “you” is likely one of the most important words in your direct mail letter. And that’s “you” as in ‘you the donor’. Get out your highlighter folks.

For those of you who might care, here is a quick tutorial on how I produced these video’s this week.

and lastly- Seth Godin speaks very appropriately for this post on why no one cares about – you – they only care about them.

Posted in Testing, Two Cents, direct mail | 3 Comments »

Direct Mail Tip #4

Thursday, July 30th, 2009

Taglines – a simple line that can make or break your package. Will it get opened or thrown in the recycling bin? Make sure you get this part right!

Posted in Testing, Two Cents, direct mail | 2 Comments »

Direct Mail Tip #3

Wednesday, July 29th, 2009

Coupons. You know – the thing donors use to give your charity money? Is there a more important piece in the direct mail piece? I sadly see laser and fulfillment taking over 50% of the space for their codes and lasering. When it comes to coupons, bigger sizes and having more space for the donors to respond is always better folks.

Posted in Testing, Two Cents, direct mail | No Comments »

Direct Mail Tip #2

Tuesday, July 28th, 2009

Today’s tip is about my favourite topic in Direct Marketing: Testing. If you are spending the money to send mail out to your current donors or to potentially new donors – you should be testing something every single time. No testing = no learning.

Posted in Testing, Two Cents, direct mail | 2 Comments »