Get ‘em Involved

On Tuesday we spoke briefly about always asking for the order in your direct mail, a place where many marketers wimp out. To review, see the blog post below. Today we’ll talk about getting your reader involved.

Getting involvement in your direct mail is one of the best things you can do and it almost always will increase readership, and more importantly, your response.

There’s a reason when you get the Publisher’s Clearinghouse sweepstakes in the mail they make you fill out your entry form by writing, moving stickers from column A to B etc. It’s because it works!

Here are a few ways I’ve done or have seen my clients do to get your reader involved with your direct mail.

I always like it when you send a pen in the mail, then give them a quiz, check off list, etc in your letter. This gets them writing, filling out forms etc. This is especially good if you’re including an order form that needs to be filled out and sent back. They’re already started writing, they may just keep right on writing to the order form.

I’ve also seen letters where you’ll list of bunch of names in the letter, all the people who qualified for the ‘special’ and have them search for their name. And of course they’re on it since they got the letter, but it gets them involved and reading your letter!

Finally, in your bullets, you can ask questions such as:

• Which category do you belong in…
• Ask yourself these 5 questions…
• If 3 of the below 5 describe you…

Of course the logical answer to anything listed above is you and your product! Amazing how that works.