In my last blog I introduced you to the three things that must be accomplished in the opening of your direct mail piece.
By way of review you must:
1. Telegraph the offer.
2. Emphasize the best aspect of the offer.
3. Target the reader
Now let me explain in more detail exactly what I mean.
An opening that can TELEGRAPH the offer is tricky. It has to convey the offer in a way that heightens desire to learn more rather than lessening the desire to learn more.