How to Write Blockbuster Sales Letters

7. Tailor letters to the lists you’re mailing.
Most direct mailers mail one-size-fits-all prospect packages. This is
especially so when one has found a control package. The “control”
package is direct mail jargon for an organization’s most successful
prospect package. A prospect package is a control package if it’s
successful and is beating all other prospect packages. When another
package proves more successful, it becomes the new control.
But once you have a successful prospect package, make
adjustments in the copy to appeal to specific lists and audiences. When
you acquire a list, you are gaining access to a market. Each list has its
own unique characteristics.
People on a list are united by a particular interest. Your letter
should be written to take that interest into account. For example, you
might be writing a letter to people who are subscribers to a certain
magazine. Reference the magazine in the first few lines of your letter
to show you know something about the person to whom you are
writing. You’ll need to get the list owner’s permission to do this.
8. Test various segments of a list.
Often I hear direct mailers say that a list they tested did not work. I
then find out that they only conducted one 5,000-name test of 0-to-18month
buyers from the list. Maybe this select from this list doesn’t
work. But narrowing your select to 0-to-6 month buyers might work
just fine. Or maybe the list owner will let you mail to multi-buyers
only, which are at least three times stronger than one-time buyers.
You should also conduct gender tests. Women and men respond
differently. Some products, even if they are not gender specific
products (insurance, for example) might nevertheless appeal more to
women, or more to men. A list that might not work well if you mail
both to men and women might work if you mail your appeal to just
women or just men, depending on the product.
Geography can also make a difference. If you are selling Bibles,
maybe your offer will work best in “Bible Belt” states. If you are
selling gun-related products, maybe you should stick to rural areas,
where there are a lot of hunters. Test to find out. You should also test
by age and income if possible. The point is to not assume a list is no
good for you just because your test of one broad select failed. Be
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