If you want to get prospects to a website, all your direct mail piece has to do is whet their appetite. You can create an entire online sales funnel for your potential customers, but the very first step is to get them to your website.

Over the years I’ve worked with a large number of online marketers who were very successful at finding prospects through direct mail. My experience with them has taught me a lot, and now you will benefit from it. I’m going to share with you three of my best secrets for driving prospects to an online sales funnel.

Secret #1: Use the Right Length of Copy

I send out at least 100 mailings a year that have the purpose of driving prospects online. One lesson that has come home to me again and again is that you have to get the length of the copy right. When it comes to getting people to visit a website, I’ve had the most success mailing postcards, tear-sheets, small self-mailers, check letters, and PURL letters. Each of these pieces is limited in size, and looks like it would be quick and easy to read, but it can still be … Read the rest

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