In the last couple of posts I have been covering structure that makes direct mail successful. So far we have covered the opening and copy that sells.

The last item in the structure is the close or what most marketers call…THE CALL-TO-ACTION.

The most important thing to remember here is to make response easy. Make it as easy as possible for the person to do what you want them to do. If you want them to come into your store with the coupons tell him that and tell him where your store is. Show a map and give directions, tell them what hours you’re open.

If he is to call tell him what hours he can call and who to ask for. If he’s to fill out a form make it as clear and user friendly as possible. It’s important to learn and adhere to this structure as much as possible in creating your direct mail.

There’s one last thing to keep in mind as you create your direct mail pieces. It’s called emotional logic and selling. It doesn’t matter what your offer is most people will be motivated to respond to it if you are successful in motivating them to respond to it via motions, pride, love, fear, guilt, to name just a few.

Emotional factors control response and buying decisions. Then most people need the logic, facts, figures, and statistics to justify their purchase to themselves and to others. When you write copy you have to consider both the reader’s emotions and need for logical persuasion.

There’s no doubt in my mind that any conventional business – restaurant, retail store, service station, etc. can easily and inexpensively double it’s business within thirty days with direct mail marketing.

Author Info:  Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice.