Traditionally direct mailers have told their potential customers - buy within the next few days and you'll get even more, or get it at a lower price.

There is obviously a good reason for this - you need to encourage the reader not to put the leaflet aside.  Get them to buy today and you get your sale.

The problem is that by putting a deadline date on your sale what you are saying to readers is, there is no point buying after this date, and for that reason you need to test whether adding a deadline really does do what you expect it to do.

Additionally, if you do use a deadline you might be able to enhance your sales by giving a reason to your readers as to why they should buy sooner rather than later.  This is especially so if you are selling to professionals.  The less arbitrary your deadline appears the more likely it is  to be successful. 

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.