In an age super-saturated with marketing messages, your prospects have developed such an aversion to being sold anything that you have to overcome resistance at every step.
They pick up your direct mail package, see what it is… and toss it in the garbage. So you add some intriguing copy or graphics to the envelope, just enough to make them open it.
They open up your envelope, see what you’re selling… and toss it in the garbage. So you include some headlines that snag their attention, capture their imagination, and keep them reading.
They read some of your headlines, recognize it as just another ho-hum sales pitch… and toss it in the garbage. So you write copy that they simply cannot put down, filled with dramatic benefits, showing them how much better their lives will be if they listen to your message.
They finally reach your call to action, see the cost… and toss it in the garbage because they don’t want to spend any money, even if you’ve managed to get them this far. So now your job is to help them rationalize what their emotions want.
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