Direct Mail Insights - Getting the Envelope Opened
Copyright © 2005 Chris Bloor

If the truth were told literally millions of dollars a
years is being thrown down the drain on direct mail
campaigns that fall flat on their face all because the
envelope containing the offer is not getting opened.


Think of it - you can work with the zeal of ten thousand
men and develop an offer that is so brilliant, so good that
all your family, friends and even the family dog are
calling it 'the best thing since sliced bread' and hailing
you as the 'copywriter of the millennium


But...

Unless your prospects get to read iyour direct mail offer
- you are dead in the water.


And your marketing efforts will be as effective as a screen door
on a submarine.

Professional copywriters know this and that is why we use
the following simple techniques to make sure people open
the envelope.

1. Hand Address The Envelope. My friend Drew Whitman calls
this 'The Granny Factor' You see, when Granny send you a
letter, odds are that she doesn't use a computer-generated
label. No. She hand addresses the envelope.


2. The 'Private and Confidential' Method. Just visit your
local stationery store and get one of those stamps with
'Private and Confidential' on it. Use Red Ink. Works like a
dream.


3. Lumpy Mail. Pop something in your mail to make it lumpy.
People can't resist opening the envelope to find out what
it is.


4. Send it in a Box. Why? Because boxes almost always get
opened. I have seen better results using this method than
just about any other. Yes it is a bit more expensive, but
nowhere near as costly as not getting your message opened.


5. The Johnson Box. Use 'Teaser Copy' to 'Open a Loop' in
your prospects minds. "Inside - - 5 Shocking Truths
About..." or "Is This a Picture of You...?"


There are many more ways to 'Get the Envelope Opened' but
these five should give you something to start with.


Remember - Direct Mail is all about getting the right
message to the right people.


ABOUT The Author:


Chris Bloor is a Direct Response Copywriter known as 'The
Walking Idea Machine' To get his newsletter, The ZERO
Theory Report just send a blank email to
zero-theory@aweber.com and Visit His Direct Mail Site
www.CircleOfLifeMarketing.com