7 Ways to Get Your Envelopes Opened
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.