FREE White Paper – “Tearsheets a new direction in offline marketing for small businesses”

"There are very few of your business problems you and I can't solve together with great direct response marketing and strong, persuasive copy"

When most people think of direct mail, they think of a long-copy sales letter or postcards. And while there’s no doubt these devices have their place, they’re not a panacea.

The closest you’re going to get to that is a tearsheet, which testing has shown to be up to 300% better than a nomal mailing — you can read all about tearsheets here if you’re impatient — but otherwise bear with me.

A small and inconvenient truth overlooked by copywriters — deliberately or otherwise… you be the judge — is the relationship with your list, and your standing and credibility in their eyes is going to determine how effective your direct mail is. Yes, good copy beats bad copy with all other things being equal.

But all other things rarely are equal, and more often than not you can get better results by using a different device to get your copy in front of your audience than you can from endlessly tweaking the copy or paying a “big name” to write for you (without naming any names, many of these “gurus” don’t even write their own copy any more; more to the point, what they don’t often tell you in their “success stories” is the $1,000,000 mailing they did was to a hot list owned by a successful entrepreneur who’s been building it for the last 10 years).

“Now I’ve got you all depressed…
I’m going to make your day!”

Because there is a solution: tearsheets.

Simply put, a tearsheet is a direct mail piece which looks just like it’s been torn out of a magazine of newspaper… and they’re typically up to 300% more effective than ordinary sales letters or postcards (just recently one I did for a client got more business from people who’d received it and passed it on to friends, family, and neighbours than it did from the primary recipients on the list… which just goes to show what a weird business this marketing lark is).

Anyway, that’s the short description. All the nitty-gritty stuff is in the FREE white-paper, Tearsheets: a new direction in offline marketing for small businesses.

It’s high on content and isn’t a thinly disguised sales letter. Obviously I do write tearsheets for clients and I’ve written the white paper to “spread the word”, as it were; but I promise you it contains enough information for you to understand exactly what a tearsheet is, why they’re so powerful, and how to create your own.

You can download it simply by clicking here, or clicking on the picture at the top of this page. You don’t even have to leave me your email address or give me your name (although I do encourage you to subscribe to my newsletter below, anyway, because you’ll get a lot from it).

In the meantime, have a great day.

Warmly,

Jon McCulloch

“The Grumpy Old Man of Copywriting”

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