Yikes! It’s been a week before I was able to resume writing here… I’m really sorry for the delay…
It’s quarter-end reporting and if you are an accountant by profession it’s given that you gotta go back to your niche to do your job! Lol 😀 😀 😀
It’s a bit toxic, yeah, but currently, it’s my bread and butter!
I really can’t wait to be on that era that I will no longer munch numbers from breakfast to dinner.. and sometimes until midnight snack! 😉
Alright, enough about me…
How are you? Were you able to catch up on our challenge? Well, I hope you did.
Let’s resume our 25-Chapter Copywriting Challenge? 😉 Get your copy of Chapter 12 here.
Aja! 🙂 🙂 🙂
What are Specifics
Gary Halbert continued his lesson on creating our own DM piece.
In the last chapter, we ended up with our A-pile envelope with a little baggie filled with dirt that will surely get our reader’s full attention.
Today, Gary Halbert is guiding us on how to achieve a bond of intimacy and immediacy through putting specifics in our letter.
Specifics?! *eyes rolling*
Yes, specifics — the day, time, date, and salutation addressing our readers by name.
These specifics will not only make our letters look like a business letter but a personal one. It will surely bind us with our readers.
Also, Gary Halbert gives an additional way to achieve such a bond of intimacy and immediacy.
That is, including a description of where we are and what we are doing as we write our letters.
I tried making one, please take a look at the photo below and let me know your thoughts 😉
Why Do We Need to Put Specifics
If you are still wondering the logic of putting those specifics in our letter, stop! It’s so simple… 😉
First, a time-dated communication (as what Gary Halbert said) carries considerably more weight than one which is not.
And how would you feel when you receive a letter with your name in the salutation?
Yes, you’re right, having your name on the letter means the letter is really for you! Thus, you will surely pay more attention to it, right?
By the way, have you noticed the tiny little instruction in parenthesis (see next page) at the bottom of my letter above?
I have patterned it from the letters that Gary Halbert has been sending to his son.
The purpose of this is to lead our readers where we want them to go.
You must remember that our readers might be busy and their minds pre-occupied when they receive our letters.
Thus, we need to make sure that we will keep their attention to our letters until they finish reading it.
As Gary Halbert said, our letters MUST BE pleasant, easy-read, interesting, and unfocusing.
What Else Goes With The Envelope
Nowadays we seldom receive DM pieces, instead email marketing took its place.
But if you prefer to do DM, you have to include a reply envelope. It’s a MUST!
You have two options on sending reply envelopes, either your reader pays the postage when they mail their reply or you will pay the postage for them.
Stamped Reply Envelope (SRE) brings a couple of advantages but has also one big disadvantage — the cost!
You will not only send just a letter or two, you’re probably sending 500-1000 pieces or even more. It will really cost a lot of money!
The same reason why most mailers never try this option.
Gary Halbert also gives the conditions that will be our guide to test an SRE.
First, our yield for one additional sale per thousand letters mailed shall cover the cost of our SREs.
Second, test an SRE whenever you can use guilt to have your reader reply. This works well with charity or fundraising letters.
We’ll talk about email marketing soon so we could associate the psychology that Gary Halbert shared with us.
Our purpose is to create sales from the emails we sent to our subscribers. 😉 😉 😉
See you in the next chapter! 🙂