Do your Direct Mail Ads Make These 6 Mistakes?
1) Ads too loaded with features instead of benefits. It’s difficult to get emotional about features. Emotions sell!
2) Unexciting headlines—40% to 80% of the ad lives in the headline.
3) Ads that don’t use the same “voice” throughout, confusing your prospects.
4) Ads that don’t tell the readers what you want them to do, so they don’t do anything.
5) Ads that don’t prove their claims, thereby losing credibility.
6) Ad package elements (envelope, letter, and responder) that don’t say or emphasize the same things, thereby weakening your offer.
If your ads make these mistakes or any of over 100 others, they may not be pulling as high a
response rate as they could if I had written them. I can improve your response rate.
Who am I, and why should you be interested in me?
I am a bookstore owner, author of 11 books, publisher, mail order cataloger, professional
editor, and book designer. I can bring my proven experience to your project. Do you feel like you need a
copywriter or editor who understands how to improve your response rate?
I designed national magazine ads (SWAT, Soldier Of Fortune, American Survival Guide) directed toward
a very small niche market (military self defense) and built up a customer base of 8,000 without using one
mailing list. My semi-annual catalogs of over 200 books regularly pulled 10 to 25% response rates—unheard
of figures, until you consider how well I knew my niche. I used good research and experience to define my
market segment’s hot buttons. Can you see me doing the same for you?! How would you like to see
someone on your team who spent 25 years getting inside other people’s heads as a military intelligence
analyst? I know what makes people tick, which will help me write better copy for you.
Writing direct mail ad copy demands an intimate, conversational tone. One of my book fans once
said, “Reading one of Spear’s books is like having a conversation in front of my fireplace. I feel like he’s
sitting right here.” I will write ad copy for you that puts your prospects at ease, drawing them through the
copy to an effective closing. That includes a Post Script, which studies have shown to be the first
thing read by the most people. (Are you using them in your ads?)
Capitalize on my unique combination of experience. Contact me today for your next direct mail
project, and I can begin improving your response rate.
Bob Spear, CEO Sharp Spear Enterprises
16313 Springdale Rd Leavenworth, KS 66048
PS: I never rest on my laurels; I believe in continuing education. I am currently brushing up my skills through independent study under some of the top copywriters in America. Let me put their secrets to work for you.
