Call to action: Techniques to motivate your readers
No sale is made until someone puts down your mailer and does what you told them.

The marketing challenge is always the same: to attract attention, provoke interest, create desire and finally to motivate action. An effective "call to action" can be seen as the most critical part of all, because it comes at the end of a process of successful persuasion. If you do not harness the impulse to buy and propel the reader to act, all is lost!

Direct marketing is a tough proving ground for sales techniques - if it doesn't get results it is quickly discarded, and what does work is honed by testing and repetition. These are proven ideas from direct marketers to help stimulate the response you need.

1 Specify the action you want your reader to take
A surprising number of pieces intended to produce leads or sales leave this step to the reader, and the result is often... nothing. Spell it out: "Pick up the phone right now and call this toll. free number..."

2 Incentivize the response
Depending on what you are selling, you might try offering a small item of value, separate from your main offer, just for people who call and mention your promotion code. For example - a free report or a drawing for a prize that relates to your product.

 3 Make it motivational
The impulse to buy or inquire has a very short shelflife. Capitalize on the urgency of the problem you solve, or set an expiration date for your offer - make your reader act now instead of later, which usually turns into never.

4 Don’t jusk ask, show
Use copy and graphics to demonstrate what you want the reader to do: lead the eye with a line and arrow, then circle the box to check; use a handwritten looking script to prompt the entry on your order form.

5 Repeat the action, again
Every different piece in your package should have at least one call to action. Rephrase it slightly each time, suiting it to the context. Make sure to include it in the PS if you use a letter.

6 The clearer and simpler the action the better
Avoid including multiple points of contact. At most offer a choice between two options: a toll-free number and a web site, for example. Test contact routes, and settle on the most productive.
10 Design Errors you can avoid
Mistakes happen when designing direct mail. Most of them are due to not knowing the postal regulations. Here are ten of the most common design mistakes that are caught by project managers at Thompson Print & Mailing Solutions:

1. No indicia/wrong indicia - Unless you plan to affix stamps or meter postage, a postal indicia will be needed. Print the indicia when printing the mailpiece. Proof the indicia with a postal expert. This can save costly corrections later.

2. Wrong card stock - Postcards and selfmailers have minimum thickness requirements. A 4-1/4 x 6 inch postcard must be printed on 7 point (.007) minimum stock. All oversized cards must be printed on 9 point (.009) minimum stock. Reply cards have the same rules.

3. Hi-gloss paper stock - Many inkjet inks used for addressing will not dry on coated stocks. Check with your mailer before choosing a stock.

4. Nonstandard aspect ratio - The USPS wants rectangular letter mail. To qualify, your piece must fit their "aspect ratio." Divide the height of the mailpiece into the width. Your answer must be between 1.3 and 2.5 inches.

5. Small barcode clear zone - A barcoded lettersize rnailpiece should have a 4 inch wide by 1-1/2 inch deep address area. The barcode must have a 1/8 inch clearance from left and right edge and 5/8 inch from the bottom.

 6. Poor reflectivity - The background behind an address barcode should be white or light colored. Dark colors will interfere with postal scanning equipment.

7. Nonstandard folding - Selfmailers should be folded at the bottom of the address panel. This method requires one tab seal. Mailpieces folded at the top of address panel, short folded or Z-folded will require additional tabs.

8. Improperly sized inserts - Measure all inserts that are to be machine inserted into an envelope. They must be 1/2 inch smaller than the width of envelope and 1/4 inch less in height.

9. Failed tap test - Tap test address cards that are to be inserted into a window envelope. There must be an address clear zone showing through the window even when tapped on the left, right, top and bottom.

10. No Postal Gauge Template - Order a Postal Gauge Template from Thompson Print & Mailing Solutions. It shows how to check for envelope sizes, standard window placement, correct dimensiems for letter mail, barcode location and more. E-mail orders to dt@thompsonprintsolutions.com. It's FREE!