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This Blog Post's Table of Contents

Performance Marketing Checklist #1: Successful Direct Mail Package.

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This Blog Post's Table of Contents

This is a start of a new expert series in a form of easy-to-use performance marketing checklists. Each and every one of them will save you time and boost your marketing effectiveness. They’ll enable you to work smarter, faster, and easier. They’ll help you assess your marketing needs, get new ideas, optimize your current strategies, maneuver through the hottest and newest marketing tactics, handle sales promotion and marketing research and prepare effective sales messages.

The performance marketing checklist series is for every performance-based marketing practitioner.

The checklists are not meant just to be read or printed to be put on your shelf. They’re an interactive problem-solver. They’re to be copied, filled in, added to, shared with your coworkers. Where there are questions to answer, answer them. Where there are spaces to be filled in with your ideas and thoughts, fill them in.

Probe your thinking so that you understand your responses.

Take them into meetings with you, use them in whatever ways work best for you.

And now:

Checklist #1: Successful Direct Mail Package

1.Do you have a clear and believable selling strategy?
2.Is the selling proposition based on research and the desires of the marketplace?
3.Is the offer irresistible? Will someone stop and request it now?
4.Does the outside envelope call out to the target market?
5.Do the design, color, size, shape and appearance of the outside envelope lend credibility and reflect the quality of your company and product?
6.Does the outside envelope motivate the reader to get involved with your message?
7.Do your graphics reinforce your message and aid in its communication?
8.Is the type easy to read?
9.Is the copy relevant, specific, and readable? Is it personal?
10.Does your copy tell readers why they have to act now, not later?
11.Does the package tell a dramatic story?
12.Is the package written in the jargon of the reader and not the advertiser?
13.Do the copy and package design guide the reader to respond?
14.Is the story comprehensive?
15.Does it present benefits, not features, with emphasis on the most important benefit?
16.Do you reverse the sales risk by giving a guarantee of satisfaction?
17.Do the letter and brochure support each other by repeating key points?
18.Have you used testimonials or third-party sources to lend authority to your story?
19.Does the package give a reason for immediate response?
20.Did you make it easy to order and tell readers how to do so?
21.Is your story consistent from beginning to end?
22.Will it mail? Can everything be inserted? How will its weight affect postage?
23.Can you preprint your piece to make it easy to capture tracking codes and measure response?
24.Are the features presented as advantages?
25.Does the package touch readers emotionally and appeal to their logic?
26.Do you talk to the reader in a positive and flattering way?
27.Do you prove and dramatize the value of the offer?
28.Do you overcome the reader’s fear, uncertainty and doubt?
29.Are the features presented as advantages?
Performance Marketing Checklist: Successful Direct Mail Package

Your Total Points:

Maximum Points: 87

See you in the next performance marketing checklist!

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The expert's thoughts on direct response - growth hacking - performance-based marketing activities - DIRECT MARKETING

About Me, Rafal Lipnicki.

the direct / performance marketing consultant with a strange sounding name

Who.

Not your usual "guru" but a real-world performance marketing & innovation consultant based in Europe and an experienced senior executive at leading multinational companies.

What and Where.

I am a consultant for hire, working remotely and on-site all over the world (but Europe is always preferred). See my consulting services page for details.

How.

Contrarian advice most of the time. Document-based audits, workshops, one-off projects, mentoring programs, and more.

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