We all of us want to tell the customer why we can do what we say we can do.  We might cite:

• The number of years we have been doing it
• How many people / companies / schools we have sold to
• What people have said about us.

and so on and on.

All this is reasonable, but it has nothing to do with the fundamental laws of direct mail that tell us to pay attention to the world view of the recipient.

Basically this information is helpful - but only once you have persuaded the reader that this product could be of interest.

The rule is that what you have to do is start by getting the person who reads the mailshot to be enthused about what you are offering.  Then, when the reader maybe has a doubt or has to refer the matter to a colleague, then towards the end of the piece you can stress why you are a good firm to deal with.

The point is that most of us who read mailshots are willing to believe.  Those who are not willing to believe don't read anyway.  So the order of activity is:

• Enthuse
• Back up the enthusiasm and desire to buy with some credibility factors.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.