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This is the third in the series of hyper-effective cover letters…this is an introductory post that refers to all five of the letters. We are reprinting the same post for each of the letters. One of the biggest mistakes marketers make… is to get tired of their own advertising before the ads are actually dead.
Sometimes we all like to pretend we’re not motivated by money. That’s fine to believe if you want…but you cannot afford such delusions if you are a marketer. People respond to money at a visceral level They almost never receive money for free, and especially not in the mail. Certainly not from a mysterious letter
I chose this letter (which continues to work very well to both house and outside lists) because of the cool handwriting and doodles in the margins. This goes back to the concept of “humanizing” your letters. The handwritten notes and circles are in a different color… as if the writer had grabbed the typeset letter
I always load up my ads with urgency. You never want to let your reader think she has the luxury to put the copy aside and think about the offer. World-class salesmen know that letting the prospect “think about it” will kill the sale. Here is an example of piling urgency upon the urgency. The
Another simple tactic to get extra readership out of an ad, without changing another word in the main copy. The “look” of the words “Final Notice” is important, too. It looks like a real stamp, and the ink is red. It is stamped off-center, so it appears to have been actually pounded there by a
You can’t see the grabbers that were attached to the following letters. The first was a simple, commercial packet of flower seeds. The second was a clever magnetized calendar for the fridge. The last was a simple business card with a hand-written note on it guaranteeing a free rose. And they all got maximum attention.
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