8 Letter-Opening Enticements for the Back of Your Envelope
Your envelope is the gateway to your promotion. But if not properly handled, it becomes a barricade instead.
Keeping that gateway open and welcoming is the job of compelling envelope teaser copy.
While there’s always the option of mailing without teaser, most clients want to use it because it’s effective.
So, if one side of the envelope is good, isn’t using both sides better? The answer is a resounding, “It depends.”
If you're trying to convey a low-key tone, front envelope copy is probably all you need. AWAI mailings are a good example of this.
Another reason to concentrate your efforts on writing perfect teaser copy for the front of the envelope is if your client wants to keep costs to a minimum.
But if your client wants a no-holds-barred approach, the back of the envelope offers valuable real estate for copy and graphics that can guarantee getting the envelope opened.
Here are 8 effective back-of-the-envelope ideas …
- What your prospect will find inside the envelope. "Inside: Your choice of three FREE bonuses!" Tell your prospect what the pay-off is. Give him a good reason to tear open the envelope and start reading.
- The offer's expiration date. Make your prospect worry that he is going to miss out on a terrific opportunity.
- A long list of satisfied customers. If your prospect would recognize the names of satisfied customers, flaunt them. If you're selling supplements, list the names of known medical experts who use the product. If you're selling software, use large companies with recognizable names. And so on.
- Customer testimonials. Find your two or three best and use the words of satisfied customers to pull your prospect into the letter. Remember: You can edit testimonials for length. But keep them in your customer's words, bad English and all. And do not use anonymous testimonials.
- A note from the president or a top executive of the company. They can talk about the guarantee, the special offer, their years in business, past successes … whatever can make a distinct impact. It's like having a personal lift note right there on the envelope.
- A restatement of the bonus offer: "Your FREE exclusive report: 'The 7 Best Vacation Escapes for Luxury and Relaxation … at Half Cost or Less!'" Never underestimate the power of a bonus offer to boost sales. If you have something great to give away, say it loud and clear!
- Rave review quotes. These can carry a lot of weight with your prospect. But don't overdo it. Three to five quotes are enough. If you include too many, they won't get read.
- Award logos. If you've got them, put them in a prominent place for your prospect to see. They build your credibility and your prospect's confidence, overcoming his natural skepticism.
There are three things to remember about using back-of-the-envelope enticements.
First of all, it's up to your client to decide whether it makes financial sense for him. But if you think it's a good idea, offer it as a suggestion at the beginning of the file you submit.
Second, when making the suggestion to the client, be very specific about what you think would work, giving as many details as possible. For example, if you're recommending using two testimonials, include the ones you'd like to use and say that you want them in two different handwritten font styles, each set at an angle, etc.
Finally … and most important … back-of-the-envelope copy does NOT replace your front teaser.
Your prospect may initially be attracted by the rear copy and graphics – but he'll quickly turn the letter over to look for the one item most prospects examine closely: the return address.
After doing that, he'll look at the front teaser copy. Only then will he pay close attention to the back.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I now have the freedom to work at home, or at any place in the world, as long as I have a laptop and Internet connection. And, not having to battle the brutal Houston traffic each day is a huge plus!”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.