What’s A Control Letter?

     Once you have a sales letter that is working for you in your direct marketing endeavors – in other words generating qualified profitable leads for you on the front end, then that letter will be called your “Control” letter.  In other words, the letter you will always test against in order to try and improve and maximize future response.

          Each week you will always mail your “Control” letter because it’s your ‘always counted on’ bread and butter income source, but at the same time, will always test against the “Control” letter with other letters similar to the “Control” letter, minus perhaps one change. For instance, you will change the price from the “Control” letter in order to see if a price change impacts response.

           Another time, you might test post dating checks versus not post dating checks.  Another time you will test a simple change in the headline.  What you are doing is trying to improve upon the “Control” letters response.  Once you do improve response that ‘new change’ makes that letter the new “Control” letter.

That’s why you should always test when involved in direct marketing. It’s the ultimate in a quantitative business. It’s a business that is entirely about numbers – a business where everything is measurable. 

            The public will let you know almost immediately if they like what you’ve put together based on response.  That’s the beauty of direct mail. 

Once you understand the numbers, you will understand why it’s probably the best and fastest way to earn a fortune from home.   Typically with direct mail, if it works small, it will work large – and more so.  However, the key is your sales letter and more so your list.  

           Once you develop a front end that derives you profitable qualified leads, the next step is putting together a back end that should convert at least 7 to 10% of your prospects into your program – which is also why you will have a backend “Control” package as well.

         Ideally the best back end product is something that can provide you continuity income.  Something like a monthly CD or book club, a newsletter, or a membership site.