THE 15 KILLER DIRECT MAIL MISTAKES THAT DRIVE DOWN RESPONSE, DRIVE DOWN PROFITS AND DRIVE PUBLISHERS OUT OF BUSINESS… NEVER MAKE THEM AGAIN.

(OR 15 THINGS TO AVOID IN DIRECT MAIL - longest ones first)

Mistake No. 1 - failing to control the designer.

More often than not a direct mail campaign begins with a brief that goes something like this: "We'd like a clean, crisp mailing pack (cheap and cheerful) - 2 page letter, 4 page A4 leaflet with an integral order form, two colour throughout..." This doesn't allow anyone to think about the offer, the market, whether we're looking for orders or enquiries, how we're going to get them, how we should present price, and so on. How the mailing looks is the last thing you ought to be worrying about.

Mistake No. 2 - failing to respond to enquirers and other awkward sods.

You know the ones: they e-mail to ask whether they can see some sample pages, and then they want to buy only 2 issues and pay in zlotys and can they postpone paying until 4th May when the new tax year starts. Or they call and start asking endless questions about the credentials of the author or the colour of the paper.

These customers are your best friends. They've taken the trouble to contact you. Talk to them. Ask them questions. Make them offers. Make them other offers. Send them a special letter next time. Ask if you can send them questionnaires. Ask if they would like to write for you. These people will make you rich. Specifically:

• Make sure you call back, reply to these enquiries - all enquiries - within 24 hours.
• Encourage these enquiries. List a special phone number, e-mail address for enquiries.
• Give your cleverest available staff member the job of dealing with them.
• Keep details of everyone who contacts you with questions.
• Put the answers into a FAQ section on your website and leaflets.

Mistake No. 3 - failing to think carefully about the premium.

Good premiums still work wonders. Of course, the offer of a free calculator won't double response any more (comment only relevant to direct marketers who've been in the business for at least 20 years). But other premium ideas can do the same.

Talk to your editors about premiums and to your customers - but ask carefully. Most customers will not admit the premiums they would really like. Instead, find out what their problems are. Think laterally. Find out how they use your product. Do your market research. When you get the idea right, you'll know - but you still have to test it.

Mistake No. 4 - failing to use an interesting PS on your letter.

The PS still gets read more than anything except the headline. Put your USP in there. If you belong to the school of thought that has dismissed Unique Selling Propositions, put as your PS whatever you have decided to make the new God in place of the USP.

Mistake No. 5 - failing to use a separate order form/response device.

Give them an order form they can post back or fax back without cutting, tearing, folding, glueing.

Mistake No. 6 - failing to use plain paper for the order form/response device.

• Don't make them fill in the form and then find the ink rubs straight off because you've used shiny paper.
• And print it white so that their writing will show up.
• And give them room to write their address in big letters.
• And ask them to write their e-mail address in capital letters.

Mistake No. 7 - believing what they teach you about features and benefits.

It leads us all to patronise our readers. Don't tell a librarian that your journal includes an annual index so they can "look up any item quickly and easily". Don't tell a car driver that your vehicle has headlights so they can "drive comfortably at night". Features are often exactly what your readers are looking for. They often know exactly what a feature will do, and they don't need you to spoon feed them If in doubt, show your words to a reader (one of those awkward ones in Mistake 2 and see what they say).

Mistake No. 8 - believing the results of your tests (if you did any).

The test results could prove almost anything. If you get a clear result (unusual), immediately test it again. If you get the same result twice, you're probably safe to proceed.

Mistake No. 9 - failing to have the courage of your own convictions.

When other people who don't understand (editors, publishers…) start interfering and making changes (especially in committees), the end is nigh. Stand up for your concept, shout, kick, scream - but make sure you do it over a mailing you know will work. Then test and use the results to prove you were right.

Mistake No. 10 - failing to understand the reader.

Unless your mailing piece deals with your reader's real concerns and problems, understands how your reader will use your product, and talks your reader's language - it will not work.

Mistake No. 11 - failing to be clear.

Time and again, enquiries suggest that some readers were confused by the offer, pricing structure, delivery details… Show them to a small test panel first. Iron out these problems in advance.

Mistake No. 12 - simply failing to do the sums.

If your projections assume that you will get more than 0.5% of recipients to order and pay, you are probably being wildly optimistic. Ask a friend.

Mistake No. 13 - failing to say enough.

If you've tempted your reader with teaser copy on the envelope, good headlines, godd letter introdtcion… don't give up. Your readers are looking for an excuse to throw your mailing away saying "that's not for me". Kepp talking. Don't give them the excuse.

Mistake No. 14 - failing to examine the lists you use with a fine-toothed comb and reject the ones that have been supplied incorrectly.

Mistake No. 15 - failing to use testimonials.

There's no excuse.