Stories can help you sell. To tell a story, we recommend using a 5-star plan when writing your sales letters.

These are the points in the 5-star plan: Story, Feasibility, Urgency, Benefit and Plan.

The World Wildlife Fund (WWF) once sought donations for a new wildlife preserve in South America. They needed enough money to buy the land and gain as many new supporters as possible.

Here’s how they did it:

1. They told the story of senseless cruelty inflicted on these animals.
2. They showed how they already had an option to purchase the acreage at a ridiculously low price.
3. They noted the rate at which rain forests are being depleted—showing that the need was immediate.
4. They closed by showing how people would benefit as well, because of the medical and research value of these environments.
5. Finally, the appeal was part of a larger marketing plan.

In other words, they had all 5 components of great copy.

They ended up with nearly 12,000 responses out of 160,500 pieces across three mailings—a solid 7.5% conversion rate—raising $322,267. WWF got $27.55 per gift, raising more than $330,000: 138% more than their goal.

Remember: You want to boost response…

• Story means tell them yours. People love a story. It’s in our blood.
• Feasibility means that what you say can be done.
• Urgency means you need them to take action on the idea now.
• Benefit means they will gain great things by taking that action.
• Plan means your efforts fit into a bigger picture, a grand vision.

Learn from the guy who asked for money—without a plan. “Would you give me a dollar for a sandwich?” he asked a passer-by. “Not until I’ve seen that sandwich,” came the reply.

Now what do you say to that answer? He didn’t know either. And he didn’t get the dollar.

To learn whether your copy tells an urgent, achievable story, offering clear benefits to readers as part of a wider vision, email me at craig@cdmginc.com.

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Direct mail principles apply to a variety of marketing challenges. For example, direct mail can be used to make a trade show exhibit a success. If you are unknown to your attendees, you must give prospects a compelling reason to visit your booth. Let me show you how I helped one company—IPRO­—use direct mail to drive prospects to their booth.

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3-d · Direct Mail · Direct Marketing · Direct Response

Your goal as a copywriter is to convince prospects that your product or service is right for them. You must leave no room for them to think, “I understand what this is…but do I really need to have this now?”

In other words, your copy must answer the burning question “What’s in it for me?”

A simple way to qualify your audience is to ask the question “Who relies on [Product Name]?” or “Who needs [Product Name]?” Then show photos of people in your target audience and list how certain groups benefit from what you’re selling.

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Copy tip · copywriting · Direct Marketing

More proof that marketing during a recession pays off: Many list owners have seen impressive growth from 2008 to 2009!

Now is the time to test new lists and revisit some of those you’ve tried in the past. Across the list-rental industry, the makeup of lists has changed and many new names are being added every month.

The Grill Daddy buyers list is one example. From 2008 to 2009, more than 15,400 names were added—a 70% increase! (You may recognize Grill Daddy as the As Seen On TV™ grill-cleaning tool.)

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Direct response agency · List management

Many marketers ignore the direct marketing rules when it comes to online banner ads…and they’re watching their ROI sink like a stone.

The problem is made worse by the fact that consumers see display ads practically everywhere they look online…and that’s leading to “banner ad blindness.”

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copywriting · Direct Marketing · Direct Response · landing page

I want to help you reach your number-one goal: To keep your response rates up for a very profitable 2010—even in this market.

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Direct Mail · Direct Marketing · Direct Response · Social Media · Social Networking

Attention high-volume mailers: The U.S. Postal Service will once again offer you a 30% rebate!

If you mailed at least 350,000 standard mail letters and flats between July 1 and September 1, 2009, you’ll be receiving an invitation from the USPS to take part in this year’s summer sale.

To earn a rebate, you must increase your mail volume at least 5% above your 2009 threshold.

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Direct Mail · Direct Response · rebate · USPS

Customer attrition affects all areas of your business: It lowers the overall value of your house file, and puts added pressure to generate leads and acquire new customers. So how can you stop this revenue from slipping through your fingers?

Here are 2 strategies for engaging and reactivating lapsed customers…

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Direct Marketing · Direct Response

When is an email-capture page a rapid conversion landing page? The answer is…all the time! We call an email-capture page…or “squeeze page,” a rapid conversion landing page (RCLP).

And what is the RCLP for? Your RCLP is there to capture an email address in exchange for a complimentary gift (like a report or other product).

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html buttons · rapid conversion landing page

In the battle for Super Bowl supremacy, on the field, the Saints prevailed in a stunning 31–17 victory over the favored Colts. It was a sentimental victory for the Saints, which just 4 short years ago was a franchise on the edge of extinction in a city 85% submerged because of the devastation caused by Hurricane Katrina.

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call to action · Direct Marketing · Direct Response · Super Bowl