Easy Sell vs. Tough Sell: The Anatomy of Two Direct Mail Controls
You see, as it turns out, the day before I really did have a heart attack — one that wasn't picked up on any tests!
What is right about this letter?
- Easy to read with an easy-to-grasp concept. As Andrew J. Byrne said, "Short words, short sentences. Short paragraphs."
- A powerful offer at the top (two free visits plus two free gifts).
- The letter is personal and tells a compelling story, which follows two rules on letter from the late Harry Walsh — a copywriter who also had taught gunnery to fighter pilots in World War II. According to Walsh:
- The tone of a good direct mail letter is as direct and personal as the writer's skill can make it. Even though it may go to millions of people, it never orates to a crowd, but rather murmurs into a single ear. It's a message from one letter writer to one letter reader.
- Tell a story if possible. Everybody loves a good story, be it about Peter Rabbit or King Lear. And the direct mail letter, with its unique person-to-person format - is the perfect vehicle for a story. And stories get read.
The control mailing from Harvard Women's Health Watch also contains a strong offer on the response card: two free issues plus two free reports, send no money now.
Learning Strategies Letter Excerpt
If you knew how the energy of the universe works,
how would you use it?
What would you create with it? Who would you be?
What would you do differently?
I'm not referring to the Law of Attraction or anything remotely similar, but to what becomes possible when you plant the seeds of continuous conscious awareness
The Seeds of Enlightenment
Qigong Master Chunyi Lin uses the design of the universe to direct energies of the body to help people heal themselves. Feng Shui Master Marie Diamond uses it to direct energies of the environment to cure problem energy and enhance auspicious energy.
Related story: Building a Mail Piece That's Meant to Last