The Four P's in Direct Mail Marketing

Every single sentence in the mailings you write should directly involve or be directly related to one of the four P's: Promise, Picture, Prove and Push. Promise means describing the benefits and how the customer who buys this products comes out ahead. Picture means helping the people who read your copy visualize themselves buying the product and reaping the benefits. Prove means prove that you can deliver the benefit (testimonials) and Push is basically asking for the order. If any sentence in your mailing doesn't involve one of these P's somehow, then that sentence is a waste of space.

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