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Your Envelope
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38. |
Create your envelope carefully. |
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The envelope is arguably the most important part of your mailing. If it doesn't get opened, your well-crafted letter and slick brochure take a quick trip to the dump. |
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39. |
Create tensions. |
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Don't try to close. You want to create an incomplete feeling, or a curiosity that leads to opening the envelope. Inside, you'll have more time and real estate to present your offer, tell your story, and close the deal. |
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40. |
Don't make your envelopes too pretty, too often. |
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An envelope that gets ripped open is like a kamikaze pilot. It's sole purpose in life is to carry its powerful cargo to a specific tactical location and then sacrifice itself as it delivers that cargo. But if your envelope is a design masterpiece, prospects might avoid tearing it open like they avoid tearing pretty Christmas paper. Make your envelope a kamikaze pilot, not Christmas wrap. |
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41. |
Use Dean's AIU formula on your envelope. |
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Every envelope should perform three basic tasks: |
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- Attract Attention and get noticed in a pile of mail;
- Generate Interest so your prospect thinks there's something personally important inside and;
- Create Urgency to impel your prospect to open the envelope immediately and not just set it aside.
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42. |
Change the color of your envelope. |
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To catch the attention of people who have seen your package before, but haven't ordered yet just change the color of your envelope. This could be the cheapest, easiest way to quickly boost response. |
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43. |
Change the size of the envelope. |
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44. |
Show off a killer brochure with a clear envelope. |
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45. |
Deliver your package by a premium delivery service: |
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FedEx, UPS, Priority or Express Mail, etc. |
Extracted from
Direct Marketing Magazine
Dean Rieck - Author
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