These numbers aren't suit sizes or room numbers. They're reminders that for effective direct mail, getting the List right is 60% of the job, making the right Offer is 30%, and your Creative presentation is just 10%. They also mean that a good offer creatively presented won't succeed if it goes to the wrong people.

Here are some ways to make each part of the formula add up to success.

The List ...

• Choose lists that pre-qualify your targets as being interested in your product or service. Subscribers to magazines in which you advertise or owners of systems you support are just two examples.
  
  
• Direct response lists will almost always outpull compiled lists.
  
  
• Selects or overlays that target your prospects by job function, lifestyle, income, education, age and others will always improve response.
  

The Offer ...

• Sell the offer, not what you're selling. The offer is what the recipient gets for responding.
  
  
• Price can be the offer if it's a bargain: 25% off. Buy one get one free.
  
  
• Money-back guarantees and free trial periods are powerful offers in high tech marketing.
  
  
• More information can even be the offer: Self-running analysis software that shows the customer what they'll save with your product. White papers on issues of current interest. Information "kits" (not simply brochures).
  

The Creative ...

• Start selling on the envelope (or on the cover, if a self-mailer). Remember, the piece's first job is to get noticed and opened.
  
  
• Continue the sell inside. Don't make the mistake of starting over! Pay off the promise printed on the outside.
  
  
• Make it easy to respond. Provide an 800 number or toll-free fax. Pay the postage on the BRC. And ask the fewest possible qualifying questions ... save those for your follow-up call.

Robyn Sachs is the president of RMR & Associates, a full-service advertising, marketing and public relations firm based in the Washington metropolitan area that specializes in the high tech industry and is known nationally for its innovative campaigns. She can be reached at rsachs@rmr.com. The Marketing Advisor is published quarterly. We welcome yolur comments or questions.