News
"No BS Big Lesson for August"
As featured in the GKIC 2008 Newsletter
by Bill Glazer
As you'll see elsewhere in this newsletter, Dan and I just got back from the U.K., where I spoke to over 4,600 people on a topic which I consider to be the most important skill that EVERY Entrepreneur needs to possess which is the ability to write copy that sells.
Of course, when writing copy for direct mail (my favorite media), the copy begins with readership. I have seen many a great copywriter produce outstanding copy, but results being crippled because their copy never got read!!
As a special BONUS/GIFT, I've included for you inside this month's No BS Marketing Letter an actual sample of my latest discovery of getting your direct mail opened and read.
This is a brand new product created by sisters Theresa and Andrea Ratajczak called Doodleopes. As you can see, they chose the name to demonstrate that it is an envelope and enclosed stationary with preprinted little hand-drawn doodles all over it with ONE PURPOSE and only one purpose.
Obviously the purpose is to create curiosity so the envelope gets opened and the letter inside gets read.
Now I want you to go and locate the enclosed envelope with all of the hand-drawn doodles on it and let me point out a couple of specific features (and benefits) of this mailing.
When Ralph and Mary get home from work at night and go through their BIG pile of mail that they receive each day in their mail box, they've gotta place this envelope in the A-Pile. This is THE pile you want to be in. It's the pile that gets opened first.
The letter that's inside was written by Dan to promote our upcoming Info-SUMMITSM. Now this letter could have been written on plain white stationary because the copy is sooo good. It's got a great headline and delivers a great message. But, by placing it inside the Doodleopes envelope and on Doodleopes stationary, it really makes the copy much more intriguing and effective.
Which brings me to my next point:
The inside of the envelope is congruent with what is in the outside. This is a BIG mistake that I see people make all of the time. They mail out something that gets opened but nothing ties in the outside with what's inside the envelope. In this case, there are two things that tie everything in together. First of all, the stationary matches the envelope and ALSO the copy ties everything in together. For example, read the PS which explains the "doodling" and of course the use of a handwritten font is consistent with the whole doodling thing of writing with a pen in hand.
When writing copy for direct mail you have to always ask yourself will it get noticed in order to get opened and read. Be on the lookout for envelopes such as Doodleopes, Official Looking formats, Nina Hershberger's wallet envelope, etc. that will help you get the job done.
Then you have to think about what can increase readership after the envelope gets opened. That's where what I call cosmetic enhancements comes into play such as font, bolding, underlining, subheads, Mike Capuzzis CopyDoodles etc.
By the way, if you are in the Info-Marketing Business or interested and want to get into this highly profitable business the enclosed Doodleopes mailing is a great example of what Dan and I will be presenting during the Advanced & Comprehensive COPYWRITING for Information Marketer's BONUS Boot Camp while in attendance at the Info-SUMMITSM. In fact, you'll see dozens and dozens of samples of super-powerful, profitable sales messages for every kind of info-product or program, dissected, analyzed, templated new, cutting edge samples with a new, deeper, more insightful appreciation of the psychology and internal, hidden strategy behind copy that sells info-products, events, programs.
