Ask and answer an interesting question

This technique is very similar to selling by benefit, but it goes in a different direction – and it is the direction that makes it even more successful in raising response rates than selling on benefits.

You ask a question which you think could be interesting to the reader. Then you spend a paragraph or two developing the question and the issues around it. Then you answer the question. 

All the way through this you don’t say anything about your product or company name – you are having as close to a conversation as you can get in direct mail with your potential customer. Then you end up saying, yes we can do it - we can solve the issue raised here.

As an example, consider the headline,

What’s the most cost effective way of raising all your Grade D students to a Grade C?

Assuming you are writing to people who teach students and that they are all concerned about getting grade D students up to grade C, they will be compelled to read it, because it is such an interesting question. Or,

What’s the simplest way of reducing your home heating bills?”

For anyone worried about home heating they will have to read on – even if it is just to prove to themselves that, “I’m already doing that.”

Or

What is the most cost effective way of doubling your response rate in direct mail?

That is a question that most people with any interest in direct mail will look at with interest - even if they have tried direct mail and proven to themselves that it is a total waste of money.

So the piece would say, yes direct mail is a problem, response rates can be low.  You can test version A against version B and get low response rates all the way through.  So what is to be done? Well, one interesting way forward is to try a radically different approach...

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.