Boosting Response
Does your mailshot stand out from the crowd?
Your average sales letter doesn’t get much of a life! The best it can hope for is a few comfy days nestling on someone’s desk, but most go out there knowing it’s certain death – the wastepaper basket awaits!
OK, enough with the melodrama. The question is, how do you give your letter a better shot at success? Apart from writing some decent copy (that’s pretty much a given) how can you make it stand out from the hundreds of others hitting the doormat?
Here’s a few ideas:
The envelope is part of the message
You’ve probably read the stats, that hand-written envelopes are more likely to be read than the pre-printed stuff. And you don’t have to get writers’ cramp – you can download hand-written fonts at sites like www.1001fonts.com.
But it’s not just in the handwriting. Use the envelope to kick-start the sale, with a few words that speak immediately to the reader’s curiosity or self-interest. One successful campaign filled the envelope’s white space with a host of doodles, subtly filled with subliminal messages. (It pays when you dare to be different…)
Send something light and quirky!
Light, because you’re paying for postage (plus you don’t want to give Postie a hernia!) Quirky because it will get you noticed – as long as it ties into your product.
So - if you’re a garden centre, send a bulb and say "The first rose of summer’s on us!". If you’re selling beds, send a clothes peg and say "This is one way to stop you snoring…".