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 Lot Of Three Hughes Direct TV Recievers (directors pack) With Access Cards US $20.00 
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 NEW DirecTV HUGHES HRMC-15 Remote Control Direct TV Replaces 1/3/5/7/9/11/13 US $12.99
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 HUGHES DIRECT TV DIRECTOR PACK SRS TRUSURROUND MODEL SD-HBH US $14.00
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 HUGHES DIRECT TV RECEIVER SILVER EDITION MODEL HIRD E1 US $16.00
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 Hughes Direct TV HRMC 15 Remote -Used US $6.99
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 HUGHES DIRECTV DIRECT TV MODEL HBH-SA SATELLITE RECEIVER WITH CARD US $.99
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 Direct TV: Hughes. Model GAEBO. with all original accesories US $25.95
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 Direct TV Cable Box Model SD-HBH Hughes Director Pack w/ card in slot No Remote US $29.99
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 Hughes Directv Remote Control HRMC-14 For Direct TV US $7.99
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 Used Hughes HIRD-E1 Network Sys Direct TV + Satellite Silver Edition w/card US $35.95
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 SATELLITE TV RECEIVER-- Direct TV--Hughes D10 US $20.00
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 Hughes Directv DTV Remote Control HRMC-14 for Direct TV US $11.35
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 LOT OF 8 DIRECTV SATELLITE RECEIVERS DIRECT TV - HUGHES - RCA - DTV - DSS US $49.99
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 Direct TV Hughes Director Pack Satellite SB-HBH US $39.99
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 Direct TV Hughes Standard Receiver with Remote Control (Director Pack) US $20.50
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 HUGHES DIRECT TV SATELLITE REMOTE CONTROL HRMC-15 US $5.99
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 Hughes Direct TV TIVO GXCEBOT DVR unit works &remote US $79.95
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 Hughes Systems Direct TV Satellite Receivers US $33.00
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 HUGHES DIRECT TV HBH-SA Receiver WITH Remote A+ condition With SRS US $30.00
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 HUGHES DIRECT TV SATELLITE RECEIVER BOX REMOTE CONTROL HRMC-15 US $3.49
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 Direct TV Remote Control by Hughes-$7.00 plus shipping US $7.00
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 HUGHES DIRECTV SATELLITE DISH RECEIVER DIRECT TV LOOK!! US $4.99
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 DIRECT TV RECEIVER HUGHES INCLUDES REMOTE AND 2 NEW CABLES US $10.99
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 Hughes Direct TV box. Director Pack. SRS Trusurround US $16.00
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 DIRECT TV CABLE BOX MODEL SD-HBH Hughes Director Pack with card in slot US $23.89
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 HUGHES DIRECT TV HBH-SA Receiver WITH Remote. US $10.00
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 Direct TV hughes Remote Control US $17.99
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Hughes Direct
Easy A - John Hughes Did Not Direct My Life
How You Can Maximize Direct Mail Profits By Spending More
Times are tough and many executives want to meet the challenge by cutting production costs for their direct mail campaign.
They reason that if the organization can bring in the same revenue with a cheaper mailing package, direct mail profits will increase. It's a reasonable thought but it seldom works.
Typically, you'll realize a greater profit by adding to your direct mail package rather than subtracting from it.
You can, however, reduce your package cost without hurting the mailing's profitability. For example, you can trim the size of your package components to make them run more efficiently on the printing press, test smaller formats, use a less expensive paper, eliminate the insert or drop the premium offer.
All these steps are worthy of testing but don't jump on the budget-cut bandwagon too quickly. But before doing anything, it's important to remember the mailing's objective. And for most of us that's to make money—not to save money.
This is a huge distinction. Cutting costs and making money aren't the same things. If you can do both at the same time, more power to you but focus on increasing net revenue.
Here are a few ways to increase your mailing's profit even as you increase its cost:
- Include an involvement technique. A survey, membership card, petition, name stickers, a certificate-anything that gets the reader involved with the package can serve as your involvement technique. You can't, however, just add the involvement device to the package and expect it to work its magic. You must interweave it into the copy and give the involvement device a reason for being part of the package.
- Promote the premium with a separate insert. I'm a strong believer in premium offers and need a reason not to include one in the package. You don't need to spend lots of money on the premium—it can be as simple as a decal, white paper, or a paper bookmark. It does need to have a perceived value to the reader, however.
- Test larger formats. A larger format is going to increase your production cost and perhaps even your postage cost. Yet because fewer groups are mailing the larger formats, they are virtually certain to stand out in the mailbox clutter and help you achieve a higher response. In past tests, when nothing other than the format size was changed; I've increased response by 100% when using an oversize format.
- Draw attention to your guarantee with a separate insert. The mailing's recipient has plenty of reasons—real or perceived—not to respond to your offer and the guarantee helps remove any reluctance that might otherwise jeopardize the sale. And by featuring your guarantee with a separate insert, you're focusing attention to your promise of a good customer experience.
- Include a lift note. The lift note has many uses and should be signed by someone other than the letter signer and printed on a paper stock different from what's used for the letter. You can use it to add credibility, present a testimonial or endorsement, emphasize your risk-free offer, expand upon the offer, tell a story, customize the offer to particular list segments and provide an added "push" to get the reader to respond.
- Invest in list segmentation. Every good list includes bad names and every bad list includes good names. And since the mailing list is the most important component of your mailing, there's no better place to spend money than to refine your list segmentation. List modeling/profiling isn't cheap but with improved segmentation you can maximize your response and even minimize your total costs by mailing fewer, but better targeted, mailing pieces.
I'm not advocating that you stop trying to cut costs. But as a direct marketer, I am recommending that we change the conversation from how to cut costs to how we can make our mailings more profitable.
About the Author
About the author:
Hugh Chewning is a direct mail copywriter, strategist and consultant who helps consumer, nonprofit and business-to-business organizations acquire, retain and cross-sell customers. You can find more about Hugh's approach -- plus his free-package critique offer -- at www.cdmdirect.com. And for more free tips on how to improve your mail's profitability, sign-up for his free blog, Direct Mail Insights.
Copyright © Hugh Chewning. All rights Reserved. You may reprint this article online provided that you keep the links live and keep all the content "as is," including title, author byline, article text, and "about the author" information.
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