Direct Mail Strategy: Hook Them With Your Copy
2. Three-hole punch your newsletter or brochure as a visual signal to keep the piece in a three-ring binder.
If you don’t want to pay for drilling the three holes, include “printed” holes to get the idea across that the reader should punch-and-keep this valuable how-to information.
• When mailing a lead generation fulfillment kit, include a cover letter that explains the value of what is in the kit and what the reader should do with each piece. The cover letter is a road map that keeps the reader from feeling overwhelmed and setting your “next step” information aside.
• The direct mail solo format is unique because it includes multiple components (i.e., outer envelope, letter, brochure, lift letter, inserts, reply card or envelope, etc.) providing more opportunities for reader involvement. When you have multiple components in a mailing, the writer becomes a traffic cop directing the reader’s attention from hot spot to hot spot, one component to another. Here are tips for how to use each component to maximize readership:
1. The outer envelope—how it looks and what it says—is a teaser. It’s a knock on the door. It’s your first chance to make a good impression. Put as much planning and thought into the outer envelope as you put into other pieces in the mailing.
2. The letter is a one-to-one sales dialogue between the person signing the letter and the reader; this makes it naturally more personal than the brochure.
• Grab your reader’s attention by opening your letter with your major benefit in a one-sentence, fast-reading first paragraph. Keep sentences and paragraphs short for easier scanning. Make letter copy appropriately conversational, and follow the same steps as a successful sales call. Use bullets, subheads and indented paragraphs to break up letter and brochure copy to make it easier to scan. And remember that 30 percent of the people who read a letter will read the P.S. first.