Guerrilla Marketing Coach- P.S.
Dated 11/9/00
THE 60 SECOND GUERRILLA MARKETING COACH
Weekly Tips to Increase Your Small Business Profits
Volume I No. 10 - November 9, 2000
by Mitch Meyerson
Director of The Guerrilla Marketing Coaching Program
Coach * Author * Teleclass leader
http://www.gmarketingcoach.com
"The best selling marketing series in history"
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Quote for today:
"It's what you learn after you know everything that counts."
John Wooden
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THANK YOU
We have doubled our subscribers in the last three weeks. I would
like to welcome our new subscribers and send a big thank you to all
of you who have sent this newsletter to your friends and colleagues. May this and every issue bring you marketing tips that really make
a difference for you and your business.
And thank you Jay Levinson for providing such wonderful ideas for marketing the small business. We look forward to being on the phone live with you on November 21.
Today's tip for the week is a "little" thing that can make a big difference in the response rate of your direct mail.
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THE POWER OF THE P.S.
Studies show that when people receive personal, and even printed,
letters, they read the salutation first and the P.S. next. So your
P. S. should contain your most attractive benefit, or your invitation to action, or anything that inspires a feeling of urgency.
There is an art to writing a P.S. and you should not sell such a
brief comment short.
Some personal letters contain handwritten P.S. messages. I recommend
this. A handwritten P. S. proves beyond doubt that you have created
a one-of-a-kind letter that it is not a mailing piece that went out to thousands of people. In an age of technology, personal touches like that stand tall.
Letter-writing guerrillas keep in mind ten sage suggestions about
what to say when they say P.S.:
1. Motivate the prospect to take action; tell that person to place his order now. Waiting is fatal to your cause.
2. Reinforce your offer. Make it the same as you made in the body
of your letter but make it more urgently, more cogently.
3. Emphasize or introduce a premium or a bonus. The power of freebies cannot be overestimated.
4. Introduce a surprise benefit. It might be just enough to get
that prospect off the fence and onto your customer list.
5. Emphasize the price or terms of your offer. If that financial enticement is the heart of your offer, be sure to restate it in your P.S.
6. Stress the tax deductibility of the purchase. If this
additional justification to buy is true, here's a good place to mention it.
7. Highlight your guarantee. Present it with pride and excitement,
remembering that to your prospects, it removes all element of risk.
8. Tell how many customers you've satisfied in the past. Be
specific so that readers will realize that buying from you is the normal thing to do.
9. If you're asking readers to call a toll-free number, repeat it
in the P.S. to make it as easy as possible to respond to your offer.
10. Stress an element of urgency. Tell them the date the offer expires, the limited quantities available, the reasons now is the
time to order.
As with a great advertisement, a great personal letter should tell
the reader what you are about to say, then tell what you want to
say and finally tell what you just said. This may seem repetitious, but believe me, it's practical in these days of mailboxes filled
with direct mail.
from Guerrilla Marketing by Jay Conrad Levinson
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ACTION IDEA:
Make your P.S. stand out this week. Pick at least three suggestions from the above list and place them at the bottom of your next direct mail piece. Remember often times it's the "little" things that make the biggest difference.
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TIP OF THE WEEK:
Don't stop mailing to a list until the results can't justify the expense. Many people don't respond until the forth or fifth letter.
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GIVE A GIFT TO A FRIEND OR ASSOCIATE:
If you know someone who might benefit from this free newsletter,
feel free to forward it to them. We only ask that you please
leave the entire newsletter intact. Thank you.
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(c)Copyright 2000 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
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