Once you\u2019ve been through this guide, you should know exactly how to put
together e\ue002ective \ue003yers that get read, and acted upon. More importantly,
you\u2019ll have a selection o\ue005 strategies to get you started.
You might be surprised by how much this exercise reveals about your business. It may get you
thinking about important issues that have never crossed your mind. I\ue005 some o\ue005 this in\ue005ormation is new to you, don\u2019t
be concerned - there\u2019s never been a better time to start seeing some real results \ue005rom your \ue003yers, and your business.
examples to get you started.
Ten move on to examples o\ue005 e\ue002ective \ue003yers, some o\ue005 which may directly apply to your business.
Te last section brings it all together, with templates o\ue005 success\ue005ul \ue003yers. Tat means you can combine your new
Drop each one to about 5% o\ue005 your total area, and make sure you measure the response.
Ask each person where they heard about you, and which o\ue002er they are responding to.
Once you know which approach works the best, send it to the entirety o\ue005 your area.
Go to the letter box o\ue005 any household on a Saturday morning and it will
generally be over\ue003owing with \ue003yers and catalogues. Whilst the average
person will read them, very \ue005ew will ever be acted upon. Tere have
been many examples o\ue005 companies who send out 40,000 \ue003yers and only
get 4 back.
A success\ue005ul \ue003yer campaign will o\ue005 course per\ue005orm much better than
this. But even an e\ue002ective campaign will not generate a 100% response
rate. A realistic target would be between 15 and 25% \ue005or the average
Basically any campaign that pays \ue005or itsel\ue005 can be considered success\ue005ul.
Be\ue005ore embarking on a \ue003yer campaign there are a \ue005ew things you need to
1. Work out your costs. Tis includes the cost o\ue005 printing, envelopes (i\ue005 you use them), any implements that you put in the envelope and obviously the cost o\ue005 having them delivered.
2. Know your margins. You need to know the net pro\ue001t you make \ue005rom anyone who buys your product or service.
By understanding how much you actually make \ue005rom each sale, you\u2019ll be able to work out the % response
required to make your campaign pro\ue001table.
3. Li\ue005e \ue004ime Value. Don\u2019t view each new customer that your campaign brings in as a once-o\ue002-sale. You will
normally lose money on the \ue001rst sale to a new client. Te average business will need to sell to a client 2.5 times
be\ue005ore it begins to make a pro\ue001t \ue005rom them.
Understanding that our aim is to achieve between 15 and 25% response to our campaign, we need to look at the individual components o\ue005 that campaign. We\u2019ll deal with these components, one by one, in a moment, but \ue001rst we need to identi\ue005y them individually.
In the \ue005ollowing pages you\u2019ll learn how to layout an e\ue002ective \ue003yer. You will be shown in easy to \ue005ollow steps how to write e\ue002ective headlines, how to structure your body copy \ue005or maximum impact and how to position photographs to increase your response rate.
This action might not be possible to undo. Are you sure you want to continue?