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The Inner Sanctum
(Or things your mother never told you about direct mail!)
Let's start off with a little quiz - what's the worst way you can start off your fundraising or direct mail letter? I mean the absolute pits - a sentence that's sure to kill any chance of getting a donation or sale.
Here it is:
"I'm writing you today for a donation."
or, if you're trying to sell something to your audience:
I'm writing you today about buying my product.
Write those magic words and you can rest easy that your letter will get tossed. It would be far better if you took the entire mailing and ripped it in two before sending it out. That way at least you'd save on the postage. Why? First off it's the word "I'm." Who cares? The person opening up his or her mail doesn't give a hoot or a holler about you. Couldn't care less. They're interested in one thing - themselves. Second – and more importantly - you come right out and tell them that you want their money. Great! So does the phone company, the cable company, the gas company, the credit card company - well ... you get the picture. Everybody wants your prospects cash. And since you're the new kid on the block - guess what? You're also the low man on the totem pole. Third
The Right Way
Start off with a bold statement, or an interesting quote, or a short story.
Examples:
Get it? As soon as your intended donor reads "I'm writing you today for money" they yawn, throw away your letter and open up their bills. When they read any of the other examples - they'll want to know more.
They'll read on. Stop right here! Why? Because after the headline or the first couple of words of your pitch - your
If the signature and P.S. grab their attention, they might - just might go back and read the content. And be sold.
What!? You exclaim! After putting in umpteen hours of perspiration and inspiration in crafting the main body text - my prospect will look at the beginning and end and only then maybe the rest?
Yep. That's right. You can cry, rant and rave, beat your breast and wail to the high heavens - but that's the way it is. Study after study has proven it.
So ... if you want your piece to be successful - give the beginning and the end the one two punch. Then go for the body shots.
The Post Script (P.S.)
If you don't have a P.S. in your mailing - then you're wasting your money. Studies have shown that adding one increases sales anywhere from up twenty-five to three hundred percent! Why? Because what we've just said. People look at the headline - first verse - then the signature and P.S.
Interrupt this scanning process and you interrupt your income.
What goes in a good P.S.? Something bold! Something strong! A super-condensed sales pitch that says to your prospect: "Look here!! If you read the rest, you'll just be itching to sit down and write us a check!"
Examples:
P.S. Did you know that the Nebraska Primaries are only two months away? We need to file by March 1st to be in the game. Imagine seeing a Libertarian in the State House! So please help us out with your generous support.
The primaries are here already? A Libertarian in the State House? Hmmm ... What did I miss? Better take a look at the text.
or
P.S. Did we mention that this vintage is extremely limited? Only the select few who place their order now will get a chance to drink like the gods!
Select few? Drink like a god? Hmmm ... What did I miss? Better take a look at the text.
Next Stop: Tips of the Trade. Or give us a holler now at: (402) 827 1668.
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