- The most valuable single sheet of paper you can create in marketing is a press release. You should be sending them every month.
- If you have trouble writing copy, start scribbling and cross out your first sentence – or paragraph. This lets you cut straight to the important part of your message.
- Send more than one piece of mail to follow up serious inquiries and sales leads.
- Ask if you're sending your press release to the right person. Even if you already know you are, by calling ahead you get the contact's attention and interest.
- Create a letter series and mail it to prospects on a continual basis. Make the series look like traditional letters, and make the prospect think he or she is the only one receiving them.
- Always use a thank you letter – instead of a phone call – to acknowledge someone who helps you out.
- Write your objective first. Always make sure you know what you want to accomplish before you start a marketing plan.
- Include a return envelope with a live stamp in your direct mail.
- Take your time. No one will ever know how long it took to write a one-page ad. No matter how long it takes, make sure it's perfect when you finally send it.
- Don't be afraid to ask for the order several times. Ask twice in the body copy and once in the postscript.
Source: Jeffrey Dobkin, "Uncommon Marketing Techniques"
