4. ROI of a direct poster campaign is
$1 : $8 (DMA)
Used for new customer acquisition
/ prospects only, not for house lists.
Typical response rate = 0.05%
High response rate = 1.5%
Low response rate = 0.009%
5. ROI of a direct publications ad
campaign is $1 : $10 (DMA)
Used for primarily for new customer
acquisition.
Typical Response Rates:
Newspaper : 0.5%
Magazine: 0.17%
(Brains on Fire)
*Based on non-house list only. If mag / news is
an internal com piece then rates double+.
7. TIPS
YOU FOCUS
HEADLINES / BODY COPY
COLORFUL VOCABULARY
BENEFITS VS. FEATURES
NARRATIVE
message
8. GOAL OF MESSAGE
THE GOAL OF EVERY WORD YOU
WRITE: RESPONSE
WHAT AM I SELLING? TO WHOM?
WHAT DO I WANT THEM TO DO???
message