 |
 TA SPECIALTIES SPECIALITES TA TANDEM TRIPLE CRANK ARM SET CRANKSET VINTAGE $849.00 Time Remaining: 21d 17h 50m Buy It Now for only: $849.00 |
 ZIPP VUMACHRONO NEW CRANKSET CRANK ARMS 175 1775 180 ROAD BIKE $744.99 Time Remaining: 1d 17h 43m Buy It Now for only: $744.99 |
 Sugino 75 Track Crank Arm Set 170mm Black $394.99 Time Remaining: 29d 22h 1m Buy It Now for only: $394.99 |
 Sugino 75 Track Crank Arm Set 165mm Black $394.99 Time Remaining: 29d 22h 1m Buy It Now for only: $394.99 |
 TA Cyclotourist Pro 5 Vis Crank Arms Crankset Randonneur Specialites New $369.00 Time Remaining: 29d 4h 4m Buy It Now for only: $369.00 |
 Campagnolo Record 10 Crankset 10 speed 1725 mm crankarms $360.00 Time Remaining: 25d 23h 30m Buy It Now for only: $360.00 |
 Sugino 75 Track Crank Arm Set 170mm Black $348.50 Time Remaining: 24d 20h 2m Buy It Now for only: $348.50 |
 Sugino 75 Track Crank Arm Set 165mm Black $348.50 Time Remaining: 24d 21h 37m Buy It Now for only: $348.50 |
 SRM or Quarq Power Meter Red SRAM S975 175mm Carbon Crank Arms Cranks Spider GXP $309.99 Time Remaining: 19d 1h 36m Buy It Now for only: $309.99 |
 Dura Ace DA 7710 Track Crank Arms NJS 144BCD 170mm $305.00 Time Remaining: 10d 23h 54m Buy It Now for only: $305.00 |
 Sugino 75 Track Crank Arm Set 170mm Black $308.27 Time Remaining: 27d 20h 10m Buy It Now for only: $308.27 |
 Sugino 75 Track Crank Arm Set 165mm Black $308.27 Time Remaining: 27d 20h 16m Buy It Now for only: $308.27 |
 DaVinci Crank arms 150mm with Rotor Q Rings $289.00 Time Remaining: 5d 3h 34m Buy It Now for only: $369.99 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Raw with Bottom Bracket $297.50 Time Remaining: 24d 18h 7m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 83mm Blue with Bottom Bracket $297.50 Time Remaining: 24d 18h 32m Buy It Now for only: $297.50 |
 RaceFace Atlas 165mm Crankarms with 83mm Blue with Bottom Bracket $297.50 Time Remaining: 24d 18h 37m Buy It Now for only: $297.50 |
 RaceFace Atlas 165mm Crankarms with 83mm Red with Bottom Bracket $297.50 Time Remaining: 24d 19h 11m Buy It Now for only: $297.50 |
 RaceFace Atlas 165mm Crankarms with 83mm Stealth with Bottom Bracket $297.50 Time Remaining: 24d 19h 42m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 83mm Red with Bottom Bracket $297.50 Time Remaining: 24d 19h 42m Buy It Now for only: $297.50 |
 RaceFace Atlas 165mm Crankarms with 83mm Raw with Bottom Bracket $297.50 Time Remaining: 24d 20h 47m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 83mm Raw with Bottom Bracket $297.50 Time Remaining: 24d 20h 47m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Blue with Bottom Bracket $297.50 Time Remaining: 24d 20h 47m Buy It Now for only: $297.50 |
 RaceFace Atlas 165mm Crankarms with 83mm Black with Bottom Bracket $297.50 Time Remaining: 24d 20h 47m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Red with Bottom Bracket $297.50 Time Remaining: 24d 21h 47m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Black with Bottom Bracket $297.50 Time Remaining: 24d 22h 56m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 83mm Orange with Bottom Bracket $297.50 Time Remaining: 24d 22h 57m Buy It Now for only: $297.50 |
 RaceFace Atlas 165mm Crankarms with 83mm Orange with Bottom Bracket $297.50 Time Remaining: 24d 22h 57m Buy It Now for only: $297.50 |
 RaceFace Atlas 170mm Crankarms with 83mm Black with Bottom Bracket $297.50 Time Remaining: 24d 23h 2m Buy It Now for only: $297.50 |
 Sugino Crankset 165mm BLUE 75 Crankarms Zen Chainring NJS Track $299.99 Time Remaining: 17d 23h 9m Buy It Now for only: $299.99 |
 Sugino Crankset 165mm GOLD 75 Crankarms Zen Chainring NJS Track $299.99 Time Remaining: 17d 23h 9m Buy It Now for only: $299.99 |
 Sugino Crankset 165mm RED 75 Crankarms Zen Chainring NJS Track $299.99 Time Remaining: 17d 23h 9m Buy It Now for only: $299.99 |
 Sram Red 10 Speed GXP Crankset Standard 53 39t 1725mm Crankarms Road Bike $299.00 Time Remaining: 25d 20h 40m Buy It Now for only: $299.00 |
 Race Face ATLAS CRANK ARMS+BB 83MM 170MM BLACK $271.05 Time Remaining: 23d 20h 8m Buy It Now for only: $271.05 |
 Race Face ATLAS CRANK ARMS+BB 83MM 165MM BLACK $271.05 Time Remaining: 23d 20h 8m Buy It Now for only: $271.05 |
 Race Face ATLAS CRANK ARMS+BB 175MM BLACK $271.05 Time Remaining: 25d 20h 9m Buy It Now for only: $271.05 |
 CAMPAGNOLO STRADA SUPER RECORD CRANK ARM SET CRANKSET 170mm 9 16x20F VINTAGE $275.00 Time Remaining: 4d 23h 38m Buy It Now for only: $275.00 |
 RaceFace Atlas 165mm Crankarms with 83mm Black with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 83mm Blue with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Orange with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Red with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 83mm Orange with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 83mm Red with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Black with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 165mm Crankarms with 83mm Red with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Blue with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 165mm Crankarms with 83mm Raw with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 165mm Crankarms with 83mm Blue with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 165mm Crankarms with 83mm Orange with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 83mm Raw with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 68 73mm Raw with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 170mm Crankarms with 83mm Black with Bottom Bracket $263.16 Time Remaining: 27d 20h 33m Buy It Now for only: $263.16 |
 RaceFace Atlas 165mm Crankarms with 83mm Stealth with Bottom Bracket $263.16 Time Remaining: 27d 20h 34m Buy It Now for only: $263.16 |
 XTR M985 175mm Left Crank Arm Unit $251.30 Time Remaining: 25d 22h 55m Buy It Now for only: $251.30 |
 2011 SRAM Red Crank BB30 175 arms 50 34 compactOptional BB30 Press Fit Bearings $199.99 Time Remaining: 2d 3h 4m Buy It Now for only: $275.00 |
 RaceFace Turbine 2 x 10 Crank Arms Black 170mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 18h 7m Buy It Now for only: $207.40 |
 RaceFace Turbine 2 x 10 Crank Arms Black 175mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 18h 7m Buy It Now for only: $207.40 |
 RaceFace Turbine Triple Crank Arms Gray 175mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 18h 32m Buy It Now for only: $207.40 |
 RaceFace Turbine Triple Crank Arms Black 170mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 19h 47m Buy It Now for only: $207.40 |
 RaceFace Turbine 2 x 10 Crank Arms Gray 175mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 20h 47m Buy It Now for only: $207.40 |
 RaceFace Turbine 2 x 10 Crank Arms Red 175mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 21h 23m Buy It Now for only: $207.40 |
 RaceFace Turbine Triple Crank Arms Red 175mm 10 Speed with Bottom Bracket $207.40 Time Remaining: 24d 22h 27m Buy It Now for only: $207.40 |
 SHIMANO DURA ACE CRANKSET FC 7800 170mm CRANK ARMS CAP BRAND NEW IN BOX $195.74 Time Remaining: 3d 15h 20m Buy It Now for only: $195.74 |
 XTR M980 175mm Left Crank Arm Unit $184.96 Time Remaining: 27d 20h 10m Buy It Now for only: $184.96 |
 XTR M985 175mm Left Crank Arm Unit $184.96 Time Remaining: 27d 20h 15m Buy It Now for only: $184.96 |
 Cannondale Coda 900R Magic Motorcycle Road Crank set Crank arm right 170mm $174.99 Time Remaining: 10d 3h 16m Buy It Now for only: $174.99 |
 Campagnolo Chorus Carbon Right Spider Crank Arm 1725mm 2004 2008 FC CH872C $189.99 Time Remaining: 25d 22h 58m Buy It Now for only: $189.99 |
 Campagnolo Chorus Carbon Compact Right Spider Crank Arm 170mm 2004 08 FC CH940C $189.99 Time Remaining: 26d 18h 34m Buy It Now for only: $189.99 |
 RaceFace Turbine 2 x 10 Crank Arms Black 170mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 14m Buy It Now for only: $183.46 |
 RaceFace Turbine 2 x 10 Crank Arms Red 175mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 15m Buy It Now for only: $183.46 |
 RaceFace Turbine 2 x 10 Crank Arms Black 175mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 15m Buy It Now for only: $183.46 |
 RaceFace Turbine Triple Crank Arms Red 175mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 15m Buy It Now for only: $183.46 |
 RaceFace Turbine Triple Crank Arms Black 175mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 23m Buy It Now for only: $183.46 |
 RaceFace Turbine 2 x 10 Crank Arms Gray 175mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 24m Buy It Now for only: $183.46 |
 RaceFace Turbine Triple Crank Arms Black 170mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 24m Buy It Now for only: $183.46 |
 RaceFace Turbine Triple Crank Arms Gray 175mm 10 Speed with Bottom Bracket $183.46 Time Remaining: 27d 20h 33m Buy It Now for only: $183.46 |
 |
Amco Swing-A-Way 6090 Easy Crank Can Opener
List Price:  |
DescriptionProduct FeaturesLong handle and large crank eliminate stress on your handSoft rubber grips for comfort and securityDurable metal construction5-year warranty The swing-a-way easy crank can opener from amco features longer handles and a large turning crank, eliminating stress on your hand whether opening one can or 100... |
 |
Hamilton Beach 932 Commercial Citrus Juicer, Black
List Price: |
DescriptionExerts uniform pressure to extract juice. Sturdy rack and pinion gearing allows for effortless use. Easy lever arm control yields maximum juice extraction. Collector cup is pivoted to swing out for easy, mess-free removal... |
 |
Crank Coat of Arms Mug / Family Crest 11 ounce cup
Sale Price: $15.99 |
DescriptionCrank Family Crest Mug / Coat of Arms 11 ounce coffee cup. Your daily coffee will taste so much better when it comes from this cup! |
 |
Window Parts: Truth Casement Crank Operator
Sale Price: $19.95 |
DescriptionTruth Casement Crank Operator, Dual Arm, Short Link. #20755 (3-3/4) Casement Window Measurement A = 10-1/2 inch, Measurement B = 4-5/8 inch, ( Mechanism Only) Cover / Handle is not included. Plastic Covers are 55300 , Crank Handles are 55310 |
 |
Andersen Operator, Straight arm, Left Hand, 9-3/8 inch arm. Casement/ Awning Window
Sale Price: $50.00 |
DescriptionAndersen Perma-Shield Casement Manufactured from 1979 TO 1982 Operator No. 7191-32 9-3/8 inch arm , Stone colored Nylon shoe attached to Top side of operator Arm Color: Stone. As Shown: 1361308, Opposite handing 1361310... |
 |
Sugino 8mm Hex Crank Arm Fixing Bolts & Caps Pair
List Price: |
DescriptionSugino Hex Crank Arm |
 |
LEGO Hand Crank Dynamo Flash Light Torch Giant Lego Man Stands 7.5" Tall (Colors May Vary)
List Price: |
DescriptionLego Dynamo Torch The Lego Dynamo torch makes a brilliant eco gift for children! Wind up torches don't have to be boring, just look at this cool Lego man! Simply crank his arm to produce the power, so no batteries required... |
 |
CRANKARM 1pc Sunlite 6-1/2in 24tpi
Sale Price: $13.99 |
DescriptionCRANKARM 1pc PYR 6-1/2in 24tpi |
 |
Aluminum Bellcrank Steering Arm: Blitz
List Price: |
DescriptionAluminum Bellcrank Steering Arm: BlitzCalandraPart CLN5505 |
 |
Wario Ware: Smooth Moves (Nintendo Wii)
List Price: |
DescriptionWhile wandering around his home of Diamond City, Wario stumbles into an old building called the Temple of Form. Inside, he finds a mystical treasure called the Form Baton. Legend has it that if the holder follows the forms, he can overcome any challenge... |
Get Top Results When You Crank Up the "Direct" in Your Direct Mail
By its very nature, direct mail promotions are designed to be one-to-one communication vehicles. As marketers, we are all aware of this in the back of our minds, but in practice, sometimes the "direct" portion drops off the map, and we end up producing unplaced promotional brand ads in an envelope. If you want o see the best returns possible from your direct mail program, make sure the "Direct" angle gets full attention.
There are several ways to rev up the "you" in your programs. The most effective one starts with the concept of the mailing itself. As you envision the final mailing, conceptualize your offer, the list, the copy platform, the thematic graphics and other elements, get a good fix on your target audience for this particular mailing.
The "It" Person
Now take this to the next level, and picture in your mind a specific individual who fits the descriptors and parameters of your typical customer in your target market. Ask some key questions about your mailing with regard to this person: 1) Would this mailing appeal to this person? 2) Is the offer suitable for them and their needs? 3) Would this copy and these graphics attract their attention and resonate with them in an emotional way? 4) Is there enough reason for them to respond, to pay, to write a check and send it in?
If the answer to any of those questions is no for that mythical person in your head, then adjust, correct, edit and revamp until the answer is yes to all of them.
Copy is King
Many of these personal elements start with the copy. Often, the offer is what it is, and either can only be changed minimally to match the audience or is inviolate based on the time and resources available. If you're in that box, then the solution is to start with the copy.
The word "You" is extremely powerful - indeed, you can't write a true direct mail piece without it. If your copy speaks directly to that person in your mind, you are by fiat having that one-to-one conversation, and must use "You" to address that person directly, in first person voice. In today's highly digital climate, the use of a person's name in the copy is almost passe, but you would be surprised how little it actually gets used, aside from personalized laser letters. For postcards, fixed multipage packages, and other formats, digital technology allows for the use of the recipient's name and other information in repeated appropriate fashion, to juice up your message and really push the audience's emotional buttons. This will drive your point home almost as powerfully as the word FREE in the offer, and will draw in the reader and involve them in your description and your message.
Good copy for direct mail should tell a story. Listing benefits, describing features has its place, but the meat of the piece is a message directly specifically at the reader like there is no one else around, and it's just the two of you having a short conversation. The story should be illustrative, persuasive, cohesive, and have a point. No matter how long it is, (and there are endless debates about copy length - see Hershel Gordon Lewis for details on both sides) you should make a point, explain why your point is the best, make your point again, and get out after asking for the order.
Let the Data Be Your Guide
To be able to write persuasive, effective copy, to concoct an effective working offer, you have to really know the audience. You can get to know the audience, but to do that, some research is in order. Carefully select your list to be as homogeneous as possible, to select as many similarities as you can to define the audience as finely as you can. That list if selects is the basis for your research. In order to get to know those people (and a market never bought anything, people buy products), you have to have an actual conversation with a few of them, to pick up the subtleties, the similarities and the things that really push their buttons emotionally that get them going, that get them excited.
To gain this seemingly insider knowledge, pull a random selection of twenty names and addresses from your list. Engage a service to reverse locate these folks' phone number, take an evening and call 5 of them, and make your pitch, in as low-key, responsible, easygoing manner as you can, and listen carefully to the prospect. Create a set of pre-scripted questions, and ask them in a natural organic order, like a regular conversation, and listen carefully to the responses. Record them if you can (with the permission of the person on the other end), and review them carefully, listening not to frame your next response or question, but just to isolate the answer. While you're listening, ask yourself these questions:
1) How does this person speak, what word choices do they make?
2) How do they synthesize the information you are presenting? Do they parrot it back to you verbatim, or do they absorb, summarize and paraphrase your concepts?
3) Do they pick up and use any jargon you use related to the product?
4) Does the product seem to be something they need, or just want?
5) Do they seem to understand the product you are offering or are they just being polite?
Armed with the answers to these, after about 10 interviews a pattern should emerge in the answers that will guide the adjustment of your offer, your copywriting, even your creative approach so that it will resonate with this audience. It is also a great way to verify your list selects, while you have your test subjects on the phone (do you really have a minivan, is your income really $80,000 a year, etc.).
These ideas should give you plenty of ammunition with which to shoot down your current work and start from scratch, to really personalize your direct mail and make them truly "Direct" to the audience. Apply these techniques to your last project, recreate it with the new approach, and A/B test it against your control - you will be surprised at the results.
About the Author
David Poulos, Chief Consultant at Granite Partners has been offering marketing guidance to firms for over 25 years. Specialties include non-profit marketing and full-scale strategic marketing campaigns. He can be reached at http://www.granite-part.com, or 410-472-4570.