The trick to using magazines for direct marketing lies in how well your direct response ad can capture the attention of your target group when they read the magazine. While it is true that you must plan an attractive layout that draws the readers' attention, more importantly, you must know the system process for writing your direct marketing effort.

Remember, the first impression always counts. So, start with a catchy headline and then write a short brief about your product or income plan. Describe why the reader should prefer your product or service over others, and what exactly you're offering. Then just as their interest is on the rise, insert a coupon that they must fill up and return to you to claim a free report, or a free trial.

The coupon must ask for essential information, such as their name, address and telephone. After all, the aim of your direct response ad is to make a sale and create a database of potential customers. Your direct marketing agents can use this bona fide database at a later date to make as many conversions as possible.

To hold your reader's attention and get them to respond to your direct marketing efforts, give them what they want! People everywhere respond to words that tell them how to make more money, look better, get love in their lives, be successful, and enjoy more leisure.

In short, your direct marketing ad will get attention if it promises to be the answer to improve their lifestyle. For instance, if you are advertising your tax planning services, which headline will elicit a better response? "Spend more and pay less!" or "We will show how to save on your taxes..."

Once you have grabbed their attention, the other direct marketing techniques take over. Use the ad to make a definite offer or request that induces them to use a coupon or reply card that they can fill out and return to you, or give a toll-free number that they can call. The idea is to give them a reason to want to share information with you, or get in touch with your direct marketing team.

It could a be a free report or a free trial of your product or service because research shows that readers respond to compelling direct marketing ads by filling out coupons or calling up because after reading the ad they are convinced that they are receiving a valuable product or advice for free.

The effectiveness of your direct marketing ads in magazines is not measured in terms of reach and frequency, like other advertising campaigns. Instead, you should be more concerned with the cost-per-inquiry or cost-per-conversion.

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