My newest post is up on on the Small Business Marketing Guide. It’s called Direct Marketing Strategies: Inspire Your Recipients. Here’s a preview:
Create A Reaction
If you receive a letter that tells you that you’ve just won something, wouldn’t that motivate you to open it?
Opening the letter is a reaction. By announcing that you might have won something, they have guided that reaction into something that would benefit them. The moment that letter has been opened, they will continue to try and persuade you into doing what they want you to do. That is exactly what you need to do with your own direct marketing materials.