We've been thinking about the opening page here - the page that grabs attention and makes sure the reader can't get away.

This page can exist on its own - especially where you use the interesting question approach which grabs the reader's attention and holds it through the resolution of the question. 

However what often happens is that you want to use a second page, or indeed a brochure or catalogue, to go with this opener which grabs and holds attention.

In such a case it is essential that the front page (usually the letter) focuses on the gaining and holding of attention, while the second document deals with the product or service, its features and maybe some statements about how others have used it.

This gives a very clear feeling of difference between the two pages, or between the brochure and the letter.   But it is vital that both documents are still seen from the point of view of the recipient.  To give a common example of how it can all fall apart at this point we can consider the dreadful chairman's letter of "It gives me great pleasure to enclose our new catalogue".  What nonsense.

If we think, as the theory demands, from the point of view of the reader, we must grab attention and then ensure that the reader is really excited by the whole project, and so turns with enthusiasm to the features page, the brochure or the catalogue.

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The full set of pages covering The Theory of Direct Mail are shown below.  If you want to move to the next page, just click here

Below is a list of the factors that make up The Total Theory of Direct Mail:

1. Why most firms ignore the theory and produce direct mail that fails.
2. When and where the mailing is received - what the recipient is doing at the moment of impact.
3. The personality of the individual you are mailing, and how that affects the mailing.
4. The envelope - it is the first thing you see - does it make any difference?
5. The interaction between the brain and the paper - there are issues of neurophysiology at work which must be taken into effect.
6. The mail is opened - the next five seconds are vital; so what does mailsort do at this point? 
7. Differentiation - now the customer decides, "Have I seen this sort of stuff before?"
8. The customer decides to read - but then colour can get in the way.
9. Using images to try and hold attention - the grabby image problem.
10. Skipping - no matter what you try, most recipients do it.
11. The end - as likely to effect the result as the start
12. The second page - its function and layout.
13. Subsequent page interference - so unexpected most people refuse to admit it exists - but it really does happen.
14. What do you want the reader to do next?  
15. Ordering - are you making it easy?

This article is an extract from the book "Doubling Response Rates: The Theory and Practice of Direct Mail" (c) Tony Attwood 2006