Hi there
This week its time to look at part 2 of Getting Your Mail Opened.
You’ll remember last week I emphasised the importance of making people WANT to open your envelope.
And in order to do this you’ve got to make people curious about what’s inside. You see, the important thing to remember here is that people DONT want to be advertised to. Its funny, because we like to buy lots of things, but none of us want to be advertised to.
So avoid letting on that you’re advertising to them.
Now, there are two exceptions to this.
One is if somebody is expecting something. So for example if you’re sending a free report, then it will actually help to put something on the outside of your envelope, such as ‘Your Free Report From XYZ Enclosed”. If people are expecting it and want it, it will help wet their appetite.
Second, you can use teaser copy on the outside of your envelope. This would be an envelope covered in testimonials, benefit statements and so on. Of course, it’ll instantly be seen as an ad, but might still get attention. I saw one recently where the entire envelope was covered in doodles, to make it look like sender had just been scribbling on it. It certainly got attention.
The other thing to note about teaser copy is that if you decide to put something that will identify you on the envelope, dont go halfway. Go ALL the way. Cover that sucker with testimonials, benefit statements, even pictures. Don’t hold back because once your prospect realises its an ad, you’ve got to give it 100% to get them to open it.
Another example that’s been used successfully in the past is a coffee stain on the envelope. The sender had dipped the bottom of the cup in a bit of coffee and pressed it onto the envelope. It made it look very personal, as if it was the only envelope the sender had sent.
However, I personally prefer a plain envelope over teaser copy because, if its done properly will leave the person guessing. Which means it goes STRAIGHT to the top of the pile!
Now, I want to talk about lumpy mail. If you really want to get people busting to open your envelope, then put something solid in it. It could be anything and should be tied to the theme of your promotion.
For example you could put in some dice, and have a theme of ‘Dont take chances with your mortgage’ (Mortgage Broker) or ‘Dont take chances with your injury’ (Chiropractor, physio or masseur).
What about a small egg timer, with a theme of ‘Dont delay’ or ‘Time is running out’.
When people get these in the mail they’re extra curious about whats inside, so they open them with a heightened state of awareness, which is another way of saying they’re mad keen to know whats inside!
Here’s another idea. Put in a picture of something, just printed on normal paper but cut down to a photo size is OK. Then on the outside of the envelope write (in big writing) ‘Do Not Bend – Picture Enclosed’. The picture could be of you, your product or proof of your success.
Now, in a lot of ways this topic is more important than writing headlines, because if nobody opens the envelope, it doesnt matter how good your headline is! And if the purpose of the headline is to make your prospect read the first line, then the purpose of the envelope is to get them to read your headline.
So here’s a quick summary of getting your envelope opened by your prospect FIRST.
1. Plain white envelope
2. Normal stamp, on a bit crooked
3. Handwritten address – doesnt need to be neat either, and mistakes make it look less professional and get your prospect even MORE interested!
4. No return address, or just an address without an idenfitying company
5. Stick something ‘lumpy’ in it that can be felt from the outside
Well, that wraps it up for 2008. I’m not going to be posting next week. Yes, even copywriters get a break from our cold damp dungeon from time to time.
Its been an exciting year, with lots of goals hit and a few ones missed. But soon its time for everyone to set their goals for 2009.
Note, I didnt say New Years Resolutions. I think they’re just crazy. If you want to do something good, why wait until the 1st of January??? If you really wanted to do something, you’d start it NOW! OK, they keep the weight loss centres and personal trainers busy for a few weeks, but thats about it.
No, instead I’ll be setting measurable goals that I can track and follow throughout the year. And I strongly suggest you do the same.
So until 2009, please let me thank you all for reading these posts and thank you for all the positive feedback I’ve received since I started.
Next time I’ll answer the question about how to motivate your prospects. Its a fascinating topic, and one with a huge twist!
One last thing, I said I’d keep you up to date with events that I hear about that might be of interest to you.
One of my readers let me know about this one and if its of interest to you, please email me from my website and I’ll put you in touch with her so you can find out more. I can’t comment any further either way, except to say that I know the person who recommended the seminar well, and based on that alone its worth checking out. Its in Sydney at the end of Feb, start of March.
http://www.global1training.com/cmwfeb09delegates
All the best for Christmas and the New Year.
Hugh Thyer
http://www.salescomefirst.com
