| Picture this. You've just sent your prospect a killer | | | | his book "Great Headlines Instantly" as: |
| direct mail piece and you know there is a good chance | | | | "Perhaps the single most dramatic way to get your |
| it will be responded to. | | | | prospects to pay attention to your message..." |
| But unfortunately, there is just one small thing that | | | | I'm talking about a "grabber" headline. |
| you've overlooked... and you probably didn't even know | | | | One of the first examples of this headline was "The |
| about it. | | | | Penny Letter" written by advertising legend Robert |
| And that one small thing means your response rate | | | | Collier almost half a century ago. In it, Collier attached a |
| takes a huge nose-dive as a result. | | | | bright shiny penny to the top of the letter next to the |
| More about that in a second, but first... | | | | headline: |
| As you may know, direct mail is one of the most | | | | "It's A Marvellous Thing-The Power Of Money To |
| powerful guerrilla weapons your business has at its | | | | Make More Money!" |
| disposal. When used correctly, it can be used to | | | | The response to this mailing was amazing - so |
| effectively: | | | | amazing in fact, that other direct marketers soon |
| Attract new customers, | | | | copied the idea and enjoyed similar results. |
| Get appointments with major players, | | | | Now I appreciate this breakthrough strategy may not |
| Generate repeat business, | | | | appear so amazing, but believe me, I have seen this |
| Stimulate referrals, | | | | approach beat other proven headlines 2 to 1. |
| Generate a constant flow of qualified sales leads | | | | For example, just imagine that busy manager you |
| for your sales force | | | | have been trying to make an appointment with, going |
| Approach joint venture partners | | | | through his mail on a Monday morning. |
| And more... | | | | In it, he finds letters from board members, professional |
| But herein lies the problem. | | | | associations, customers, business groups, partners and |
| Once upon a time, all you needed was a killer headline | | | | more, all screaming for his attention... |
| to get your mail piece noticed. | | | | And then he comes across your letter, with a teabag |
| But with the massive eruption of information coming at | | | | stapled to the top of it, and the headline: |
| us from an infinite number of sources nowadays, it is | | | | As You Can See I Have Attached A Teabag To The |
| getting harder and harder to get your mail pieces | | | | Top Of This Letter. Why Have I Done This? |
| opened and read - even with a killer headline. | | | | The manager thinks to himself, "What the heck is this?" |
| And if your mail piece doesn't stand out amongst the | | | | and suddenly forgets about the other mail he's |
| K-mart catalogues, bills and pizza coupons also | | | | received and starts reading your letter... word for word, |
| flooding into your prospects mailbox... or if it doesn't | | | | and with piqued curiosity and interest. |
| jump up and grab that busy manager by the throat... it | | | | Bingo! You have just got your letter read. And best of |
| will just end up in the bin. | | | | all, out of all the letters he reads that morning, yours is |
| So what's the answer? What else can you do to | | | | the one he remembers, which is perfect when you |
| make your mail pieces stand out amongst the clutter? | | | | make the follow up. |
| Well there is one breakthrough strategy that lets you | | | | Once again, I have seen this strategy out-pull even the |
| do all this and more. | | | | most tested headlines by up to 2 to 1. |
| In fact, Robert Boduch described this single strategy in | | | | So why not give it a go, it is a proven winner! |