Five Ways for the Letter to Overcome Short Attention Spans
Wells agrees with that approach. “For a well-known publication, a great offer is often all that’s needed to grab a reader’s attention. So a one-page letter/statement of benefits would suffice,” she says.
5. In Most Cases, Keep the Star in the Picture
“In direct mail, the letter is the star. The salesman who sits across from the prospect face to face to do the personal pitch. The voice. THE SELL. The other pieces inside the envelope are the supporting cast,” claims Greenawalt, who asserts that both magalogs and bookalogs are doing great right now.
If anything should hit the cutting-room floor, she votes for the brochure. “Some publishers have tested out of flyers and brochures with no drop in response. Newsletters have actually seen a lift (not to mention a lower package cost) by cutting the brochure.”