No letter can persuade, convince or sell if it doesn’t get read. That’s why, in direct mail, the very first job of the copywriter is to get your envelope opened. I have no illusions that this is an easy task. All I have to do is think about how I open my own mail to realize how quickly a potential profit-builder can turn into junk.
When I go through my mail I become a kind of Las Vegas blackjack dealer, dealing the letters onto appropriate piles. The magazines go here, the bills go there, the personal letters get read immediately, and, of course, I check out the endless solicitations and offers, deciding which make the sale and which become junk mail. Here’s my method for deciding what gets thrown away.