* Your Tireless Sales Force 16
* The Reasons You Should Use Direct Mail 18
* The Giant Companies Use Direct Mail 19
* Put A Salesperson At Your Customer’s Convenience 19
* Generate New Business 20
* Direct Mail’s Many Uses 20
* The Wizard Speaks 24
* How to Make Direct Mail Work for You! 25
* Putting the Package Together 26
* Getting the Right List 30
* Using Computers To Target Your Best Mailing List 31
* Test, Test, and Test Again 36
* A Step-by-Step Guide To Writing Effective Sales Letters and Brochures 38
* The Seven Essentials of Powerful Sales Letters 39
* Present The Facts, State The Basic Truths 44
* How Long Should Your Letters Be? 57
* Read Your Mail, See What “They” Are Doing 61
* Fancy Stationery Offers No Advantage 61
* Layout and Art 65
* Envelopes 67
* Get Immediate Action 70
* Action Stimulators 73
* Other Techniques To Close More Sales 76
* That Personal Touch 79
* Copywriting — To Outsource, Or Not To Outsource… That Is The Question 80
* Analyzing the Copy 91
* Human Interest Direct Response Copy 92
* Use Connecting Words… 93
* Joe Karbo’s Advice 94
* The Power of Customer Endorsements 97
* Use Testimonials 97
* More On Testimonials Boosting Response 98
* Crafting Your Brochure 100
* Coupons Can Help You Track Response 102
* Send Your Clients An Unexpected Gift 103
* Tactics to Maximize Your Results — and Profits 104
* The Power Of Affinity — Turning Affinity Into Revenue 104
* Drastically Increase Revenue By Regaining Inactive Clients 107
* Reestablish Contact 108
* Regular Communication is Key 110
* Arrange Third-Party Deals 111
* Use Courtesy Mailings to Rev Up Sales 113
* Planning Regularly Scheduled Contact with Customers 114
* Continuity in Correspondence 114
* Become a Customer Or Client’s Pen Pal 117
* Finding Your Ideal Customer 118
* A Lesson in Efficiency 119
* Use a Targeted List 120
* A Simple Way to Build a Potent Customer Mailing List 121
* Building the Database 123
* Mathematical Modeling 126
* Renting Mailing Lists 129
* If You Know a Company That Is Going Out Of Business, Buy Their Customers and The Right to
* Fulfill on Orders 133
* Restructuring the Customer Capturing System and Database 135
* Segmenting the Customer List 136
* Fully Utilize Your Customer List 136
* Reactivating Old Customers & Clients 138
* Contacting New Customers 144
* Focus Your Efforts 146
* Your Most Important Asset Is Your Customer List 147
* How To Look At A Name: The Value Of A Specific Customer 148
* Acquiring Qualified Lists 150
* Offer A Consideration To The Host For The Benefit Of His/Her List 153
* Mailing List Rental Is Another Income Generator 155
* Testing Can’t Be Stressed Enough! 157
* Four Key Rules Most Direct Marketers Overlook 158
* Mailing And Postage 158
* Media 159
* Distribution 160
* Follow-Up 162
* Fund Raising 164
* Offers 166
* Printing and Typography 167
* Products 168
* Sampling 169
* Special Occasions 169
* Specialty Advertising 169
* Show Me The Money! 170
* Cost Per Thousand 170
* Cost Per Order 174
* Projecting and Budgeting 175
* More Detail on Testing: Scientific Testing For Increased Response 177
* Some Ideas On What To Test 180
* Now Let’s Test The Tester — You! 184
* More Tips To Stimulate Your Creativity 185
* 34 Ways To Make Direct Mail Work For Your Customers 188
* Letters That Increase Profits Like Crazy 190
* More Examples 203
* Pulling More Income Out of the Client’s Customer Base 210
* Selling Products to a List Never Before Mailed 211
* Boiler-Plate Scenarios: Four Simple Letters to Instantly Boost Profits by $25,000 211
* Selling High Ticket Items 218
* Identifying Potential Clients: Prefacing Letters to Set Up a Potential Client for Your Phone Call 219
* Letters to Solicit Clients in Vertical Markets 228
* Four Letters That Keep Customers Coming Back — and Profits Rolling In 231
* Industry Suggestions 235
* Great Examples 240