Write copy that will get results.Try the following proven techniques:  Promise readers your most important benefit in the headline or first paragraph.  Use short “action” words and paragraphs and get to the point quickly.  Make the copy look easy to read with lots of “white space.”  Use eye-catching words such as free, you, save, guarantee, new, profit, benefit, improve, and others.  Consider using computerized “handwriting” somewhere on the page or envelope; it attracts attention.  Forget grammatical rules; write as if you were speaking to the reader.  Repeat the offer three or more times in various ways.  Back up claims and statements with proof and endorsements whenever possible.  Ask for the order or a response.  Ask attention-getting questions such as “Would you like to lower your home’s energy costs?” in the copy.  Use high-quality copy paper and envelopes (those with windows are best) because they stand a better chance of being opened and read.Brown envelopes that resemble government correspondence work well.  Envelopes that resemble bills almost always get opened.  Address the envelope to an individual, not “Occupant.”  Avoid mailing labels, which shout “direct mail ad piece.” The best campaigns print addresses directly on the envelopes.  Use stamps if possible. They get more letters opened than metered postage.  Use a postscript (P.S.)—always; they are the most often read part of a printed page. Make sure the P.S. contains a “hook” that willencourage the recipient to read on. This is the perfect place to restate the offer’s unique selling proposition.  Include a separate order form that passes the following “easy” test:  Easy to find. Consider using brightly colored paper or a unique shape.  Easy to understand. Make sure the offer is easy for readers to understand. Marketing expert Paul Goldberg says, “Confuse ’em andyou lose ’em.”  Easy to complete. Keep the order form simple and unconfusing.  Easy to pay. Direct mail ads should give customers the option to pay by whatever means is most convenient.  Easy to return. Including a postage-paid return envelope (or at a minimum a return envelope) will increase the response rate.  Build and maintain a quality mailing list over time. The right mailing list is the key to a successful direct mail campaign. You may have to rent lists to get started, but once you are in business use every opportunity to capture information about your customers. Constantly focus on improving the quality of your mailing list.