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Your Response with these 5 Hot Spots
By Alan Sharpe
What do your prospect’s read first when they receive
your direct mail package? According to direct mail
consultant Allyn Kramer, there are five “hot spots”
where prospects look first.
1. Outside envelope
2. Brochure headline
3. Inside address (who the letter is going to)
4. Signature line (who the letter is from)
5. Post script (the PS) of the letter
According to Kramer, if your prospect will read
anything in your package, it will be one or more of
these hot spots. These are the places where you must
grab your reader’s attention, stimulate some
interest and draw your reader into the rest of your
package.
I recommend that you write your envelope copy,
brochure headline, letter headline and PS in such as
way that your skimming readers will understand your
offer and what you are selling by reading these hot
spots alone.
So when you are crafting your package theme and
writing your copy, agonize over these hot spots.
They are the first places your readers look. But
they needn’t be the last places they look, as long
as you do your job properly.
---- Alan Sharpe is president of Sharpe Copy, Inc. (www.sharpecopy.com),
a B2B direct mail copywriting agency.
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