If You Know How To Write Direct Mail, You Can Prepare Web Content That Gets Results

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Although not as popular as it once was, the principles of direct mail apply equally to web content.


In some respects, web content is like direct mail...only better.


Like direct mail, web content is a vehicle that allows us to send our marketing messages to prospective clients.


Direct mail has three specific purposes:


  1. to introduce ourselves to prospective clients
  2. to help prospective clients understand how we can help them
  3. to encourage prospective clients to contact us for more information


Web Content Is The Same ... But Different


Web content shares these same three purposes.


Web content however, has two unique features.


First it can reach many more prospective clients.


Even if you had the financial resources, it is virtually impossible to use direct mail to every single prospect who has access to postal services.

Your web content on the other hand can be accessible to every single prospect who has access to Internet service



Secondly, direct mail is push marketing...you are pushing your message at prospects.


Web content offers the opportunity for prospects to interact with you, often instantly.


Notwithstanding these differences, knowing how to write direct mail can most definitely help you prepare great web content.


Web Content That Gets Results


The best direct mail focuses on achieving its specific purposes. Each and every feature of direct mail, from choosing the mailing list, to the design and content of the mailing is applied to achieve these purposes.


By applying the same focus to preparing your web content, you can prepare web content that helps achieve its purposes. In other words, it is critical that each and every feature of your website focus on the achieving the ultimate purpose of your website...to get prospects to contact you.


Whether the look and feel, text, audio, video, blog, links or any other feature, like direct mail, your web content must in some way or other, contribute to achieving the fundamental purposes.


To learn more about how to prepare direct mail, see How To Write Direct Mail That Gets The Results You Would Like


Once you understand these principles, you can apply them to creating the great web content that you want...and deserve.













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Josef Katz
Education Marketing and Direct Response Marketing - Manhattan, NY
{Marketing Maestro}

Larry,  First we are way overdue to reconnect.  I hope you are well and business is going strong.  Now on to my comment...

Two key pieces of direct response most people take for granted.  You phrased it correctly "If you know how to write direct mail..."  Most people can write but their is a skill to writing direct mail copy that gets results.  Most people can benefit from a professional copywritter's assistance or at minimum some editing and direction.

The other piece most people leave off when writing direct mail or online marketing is a call to action. Tell your readers what you want them to do and how to do it. 

I have seen many online and offline marketing pieces fail because there is no direction for the reader. 

Speak with you soon.

Nov 21, 2011 12:29 PM #1
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