MAKE UP YOUR MIND + WHICH BONUS?
PICK YOUR FORMAT. AND STICK WITH IT.
I received a direct mail package from a local charity that has me a bit perplexed.
For one thing, they addressed me as “B Knight” and prefaced it with “Dear”. Now, really, how dear can I be to them if they call me by my initial?
The other thing that got me was the format of the letter. Page 1 involved bolded, centered subheads. Fine. But pages 2, 3 and 4 didn’t. That means that, just as my mind prepares itself to read in a certain manner, they pull the rug out from under it.
Page 1 also featured a photo with text surrounding it top, bottom and on one side. Because of that, I was prepared for an illustrated letter throughout. But, no. The remaining three pages have nothing but type.
TIP: There are several acceptable formats for letters. But starting with one format and then switching to another is definitely in the unacceptable category. Choose your format horse and ride it all the way to the finish line.
BONUS TIME
Maclean’s Magazine, which used to promote itself as “Canada’s Newsmagazine”, sent me a sample issue and a couple of pretty good offers featured in the accompanying letter.
If I subscribed now, I’d only pay $39.95 per year, a saving of $239.70 compared to the newsstand price. Plus, I’d get an FM radio, a Sudoku game unit and 2 free issues. I was quite excited…until I went to their web site to learn more.
Online, they’re offering a 6 month subscription for $19.95 – less than half the one-year bonus rate – AND a gift and 4 free issues.
Having seen what Maclean’s is offering to the world, I don’t feel so special any more. In addition, I’m confused. And the more confused I get, the less likely I am to say ‘yes’ to either offer.
TIP: If you’re going to make an offer through the mail, do one of two things.
Option 1: make it identical to what’s being offered on your web site
Option 2: make it dramatically different – and better – than what your web site’s offering.
In the latter case, it will allow you to track the source of the sale, plus it will lead mail recipients to feel that they really are being offered something very special. That’s important when you’re dealing with potential subscribers like…
Dr. Bob
symbiomarketing@telus.net
I received a direct mail package from a local charity that has me a bit perplexed.
For one thing, they addressed me as “B Knight” and prefaced it with “Dear”. Now, really, how dear can I be to them if they call me by my initial?
The other thing that got me was the format of the letter. Page 1 involved bolded, centered subheads. Fine. But pages 2, 3 and 4 didn’t. That means that, just as my mind prepares itself to read in a certain manner, they pull the rug out from under it.
Page 1 also featured a photo with text surrounding it top, bottom and on one side. Because of that, I was prepared for an illustrated letter throughout. But, no. The remaining three pages have nothing but type.
TIP: There are several acceptable formats for letters. But starting with one format and then switching to another is definitely in the unacceptable category. Choose your format horse and ride it all the way to the finish line.
BONUS TIME
Maclean’s Magazine, which used to promote itself as “Canada’s Newsmagazine”, sent me a sample issue and a couple of pretty good offers featured in the accompanying letter.
If I subscribed now, I’d only pay $39.95 per year, a saving of $239.70 compared to the newsstand price. Plus, I’d get an FM radio, a Sudoku game unit and 2 free issues. I was quite excited…until I went to their web site to learn more.
Online, they’re offering a 6 month subscription for $19.95 – less than half the one-year bonus rate – AND a gift and 4 free issues.
Having seen what Maclean’s is offering to the world, I don’t feel so special any more. In addition, I’m confused. And the more confused I get, the less likely I am to say ‘yes’ to either offer.
TIP: If you’re going to make an offer through the mail, do one of two things.
Option 1: make it identical to what’s being offered on your web site
Option 2: make it dramatically different – and better – than what your web site’s offering.
In the latter case, it will allow you to track the source of the sale, plus it will lead mail recipients to feel that they really are being offered something very special. That’s important when you’re dealing with potential subscribers like…
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 11:26 AM
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