You want to generate some business so, knowing how well it can work, you decide to do a direct mail shot to your database.
But it’s so easy to get involved in the minutiae of letter writing, brochure production and whatever that you forget that, if the recipient doesn’t open the envelope, then your mailing has been wasted.
So, rule number one is to make sure your mailing piece gets opened.
Now, of course, there are a million ways (well perhaps a few less!) of doing that. But I was reminded of one that I love and have often used with great success.
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The reminder came when I saw that Australia Post had recently released stamps bearing the likeness of five legends of Australian TV.
I’m sure that if you mailed your database a plain envelope, looking as if it was addressed using an IBM golf ball typewriter, and bearing the image of one of those legends it would surely get opened.
Why? Well, very simple! Curiosity is compelling!
Most people upon seeing the face of someone recognisably famous and familiar would just have to open the envelope to find out what was in it.
And opening the envelope is the first step in getting the recipient to read your letter and, hopefully, take the action you want them to take. (A word of warning: never forget the rule of AIDA in writing your message.)
Incidentally, another device I like. A bulge in the envelope (providing it doesn’t tick or exude white powder!) works exceptionally well too.
If you haven’t seen the fantastic “soap letter” as an example then please email the ever helpful Felicity (miracles@winstonmarsh.com.au) for a copy.
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