Your Direct Mail Flyer

Sure, the letter is the most important element in any
direct mail package. But don't forget the flyer. It's
important too!

Whether you call it a flyer, circular, or brochure, make
sure it's doing its job -- laying out all the features
and benefits of your product or service and giving the
prospect compelling reasons to order IMMEDIATELY.

Here are nine ways to improve the pulling power of
YOUR next flyer:

1. Keep the cover simple.

Forget about trying to do too much on the front cover.
All you need on that surface is one clean, clear concept
that positions the material that's about to follow. Stay
away from the clichés that everybody else is cranking
out. Please. No more "committed to service", "dedicated
to meeting your needs", etc.

2. Tell the whole story.

The flyer's the place to do a total selling job. You
simply can't do it in the letter. There just isn't room
unless you're willing to go with a really long letter,
and these days letters rarely exceed two page. The flyer
is the place to explain the product in detail, overcome
objections, and ask for the sale.

3. Restate the offer.

Don't worry about being repetitious. You can't be
certain which piece will be read first no matter how
everything is nested and comes out of the envelope.
That's why you want to tell the whole story on each and
every piece in the package - even on the Business Reply
Card. In fact, ESPECIALLY on the Business Reply Card.
(Readers often grab the BRC first because they figure
they'll get to the punch line fast and not have to wade
through your entire letter. If the offer is of
interest, they'll go on and read what you've got to
say.)

4. Make certain your headline, subheadlines, or snipe
refers to the offer you're making. Don't get cute.

Just make your offer crystal clear and you'll laugh all
the way to the bank. Presumably you're making a terrific
offer that will benefit the prospect. Then don't hide
it. Put it up where it will get noticed.

5. Don't forget the sub-headlines <

They're a great way to break up copy and give the reader
a chance to see where you're headed if they don't
want to read every single word of body copy. A
sub-headlines can make an emphatic statement, ask a
question, be playful or serious as the situation
requires.

6. You can use a box for added impact.

Everything doesn't have to flow in long columns of type.
It's often nice to drop some important information (like
a Question & Answer section) into a one-point, fine-
ruled box. It gives the piece some extra visual
interest. Use a dropped-in box to highlight material.
Maybe it's the perfect place to put your testimonials.

7. Make sure the flyer's "look" is a match for the
target audience.

Obvious but often overlooked. If you're selling a low-
end drawing program to a casual computer user, your
flyer will look different than if you're selling a high-
priced diagnostic tool to an MIS manager. The important
point: Each flyer must capture the personality of the
product.

8. Use graphics the right way.
Make sure photography shows the product to best
advantage. If you're selling software, don't settle for
shots of the box or the screen. HUMANIZE your piece with
some photos of people using the product. Another thing
you can do to enliven your flyer is to put a talented
illustrator or cartoonist to work to brighten things up.
She or he can add a lot of punch and pizzazz to your
flyer, envelope, BRC, you name it. If you're looking for
an experienced, affordable cartoonist/illustrator,
here's a terrific recommendation:

Mary Ross
mross@pacbell.net
(415) 661-2930

9. Don't forget the "extras" that make flyers interesting.

Why not add a testimonial section, a rave reviews/awards
section, or a Questions & Answers unit that deals with
the prospects' concerns? Copy research proves that your
customers LOVE Q. & A.'s and read them with a great deal
of interest.

The takeaway message this month? Don't forget that
although your sales letter is the most important part of
any direct mail package, your flyer is a close second.
Don't rush it through production or settle for something
just because it's sitting on your shelf. Do a solid,
comprehensive job that really explains and sells your
product and you'll DRAMATICALLY improve response rates.

=====================================
How To Get In Touch
=====================================

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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