The Direct Mail Revolution by Bly, Robert W. -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Dedication Contents Acknowledgments Introduction: The New Direct-Mail Revolution

Powerful Evidence of Direct Mail’s Comeback Why I Wrote This Book Who Should Read This Book About the DM Samples in This Book Print Is Far From Dead, Even Among Millennials Why Our Brains Prefer Ink-on-Paper Marketing Yes, You Can Do Direct Mail

Part I: Direct-Mail Planning and Strategy

Chapter 1: Getting Started in Direct Mail

The Direct-Mail Renaissance So What Exactly Is “Direct Mail”? Who Uses Direct-Mail Marketing? Advantages of Direct Mail Drawbacks of Direct-Mail Marketing The Direct-Mail Mindset 60 Ways to Use Direct Mail

Chapter 2: Planning: The Professional Approach

Step 1: Selecting the Medium Step 2: Selecting the Product or Service to Promote Step 3: Establishing Objectives Step 4: Targeting the Right Market Step 5: Finding Mailing Lists Step 6: Choosing a Format, Tone, and Style Step 7: Determining Your Unique Selling Proposition Step 8: Identifying Supporting Features and Benefits Step 9: Creating Your Offer Step 10: Scheduling Your Mailing

Part II: Creating and Producing Direct-Mail Campaigns

Chapter 3: Creating Irresistible Direct-Mail Offers

Three Offer Elements Direct-Mail Success Depends on the Offer The Six Characteristics of an Irresistible Offer Offers for Lead-Generation Direct Mail Using Multiple Offers in One Mailer Offers for One-Step Direct Mail Lead Magnets Audio and Video Lead Magnets Enhancing the Hard Offer in Lead Generation Guarantees Deadlines and Other Act-Now Incentives Mail-Order Offers Setting Your Goals

Chapter 4: Mailing Lists

The Importance of the List Identifying List Requirements How Many Names on the List Should You Mail? Minimum List Rental Requirements Renting Mailing Lists Recency, Frequency, Monetary (RFM) Where to Rent Mailing Lists 16 Tips for Profitable List Selection and Usage

Chapter 5: Writing Direct-Mail Copy that Sells

Copy Is King Know Your Product The “4S” Formula for Clear Writing The BDF Formula for Reaching Your Prospects on a Deeper Level Ten Tips for Writing Winning, Persuasive Direct-Mail Copy Six Common Copywriting Mistakes The Motivating Sequence Be Credible About What You Offer The Nine Fundamentals of Persuasion in Print

Chapter 6: Direct-Mail Graphic Design

Color in Direct-Mail Design Designing the Sales Letter The Outer Envelope Reply Element Brochure Buck Slip Lift Note

Chapter 7: Direct-Mail Production

Setting Your Production Schedule Calculating Cost Per Thousand Calculating Break-Even Affixing Postage to the Mail Piece Third-Class vs. First-Class Mail Business Reply Mail Printing and Letter Shop

Chapter 8: Direct-Mail Testing

A/B Split Tests Number of DM Pieces Per Test Cell Package and Element Testing Tracking Responses Rollout The Three Most Important Factors to Test Other Test Variables Ten Rules for Direct-Mail Testing

Part III: Direct-Mail Components and Formats

Chapter 9: Sales Letters

How to Write a Winning Sales Letter A Checklist for Writing Sales Letters Long Copy vs. Short Copy Outer Envelope Teasers Blind Envelopes Using Sales Letters to Generate Leads 50 Points to Ponder When Creating a Lead-Generating DM Campaign 23 Tips for Writing Business-to-Business Sales Letters That Work Direct Mail to Invite Prospects to Your Trade-Show Booth

Chapter 10: Direct-Mail Brochures

What to Put Into Your Direct-Mail Brochure Direct-Mail Brochure Design Writing Direct-Mail Brochures

Chapter 11: Reply Elements

Has the Web Made Reply Forms Obsolete? QR Code

Chapter 12: Self-Mailers

Self-Mailer Formats Eight Ways to Produce Self-Mailers That Sell

Chapter 13: Postcards

Advantages of Postcards Postcard Copy Design

Part IV: Integrating Direct Mail and Digital Marketing

Chapter 14: Landing Pages

How Landing Pages Work The Principle of Copy Connectivity Attribution Lead Magnets Downloads vs. Qualified Leads Creating a Lead-Qualifying Landing Page List-Building Squeeze Pages Ten Tips for Writing High-Conversion Landing Pages A Word on Copy Length

Chapter 15: Content Marketing

Why Content Marketing Works So Well Create a Great Title for Your Lead Magnet Creating Your Content Marketing Plan Coping with “Content Pollution”

Chapter 16: Email

Similarities and Differences of Postal Mail and Email Creating an Integrated Campaign with Both Snail Mail and Email 26 Tips for Writing More Effective Emails Hyperlinks in Your Emails

Chapter 17: Integrated Campaigns and Sales Funnels

The Top of the Funnel: Direct Mail The Landing Page Fulfillment: Deliver What You Promised Autoresponder Email Follow-Up Order Page Shopping Cart Selling Outside the Funnel Final Thoughts

Appendix I: Direct-Mail Vendors Appendix II: Bibliography About the Author Index The Digital Marketing Handbook: A Step-By-Step Guide to Creating Websites that Sell

Title Copyright Chapter 1: Choosing Your Online Business Model

Central vs. Hub-and-Spoke Model Single-Topic Content-Rich Site for Enthusiasts The Agora Model Needs Assessment Model Funnels Launches Membership Sites

Chapter 2: Profits Equal Sales Minus Expenses

The Web Helps Level the Playing Field Corporate Status and Health Insurance Download Speed Online Payments Avoiding Shopping Cart Abandonment Don’t Overspend Constantly Be Learning

Chapter 3: Marketing Funnels for Consumer Products

The AIDA Funnel Amazon Funnel Veterinarian Funnel 1-800-Flowers Funnel Groupon Funnel Netflix Funnel Burberry Funnel Theme-Based Content Conversion Content Timing A/B Testing the Funnel Content Customer vs. Product Focus

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