Have you ever opened a direct mail piece where everything inside it fell out like a gushing river?

Where everything get so cluttered and jumbled, that you weren't sure what you were supposed to get to first?

Well, it seems that skimping and saving pennies by walking over pounds, pots of it, seems to be the way many marketers tread.

Imagine this:

You receive a letter in the post. It has multiple picture stamps on it. It has a hand written address on it. There's no other identifying 'clues' to tell you who's sent it.

When you open it, there's a single page letter, attached to a more fuller letter. You look deeper into the envelope where there's another envelope that has a hand written post-it note on it, saying...

... "Please read the letter first. Then open this enclosure."

Here's what that little strategy does:

1. It separates all the 'accessories' from the main selling device -- The SALES LETTER.

2. It tells the recipient that you, the sender, has thought a lot about the sequence you want them to follow re the mail piece.

3. There's no distractions from all the brochures, order forms, testimonial pages, additional flyers, up sell letters. Your focus and attention is systemised for you.

4. There's no " Oh hell, what's all this bumph about" type reaction. (so engendering a positive feeling towards you from the outset).

5. Even if the customer or prospect doesn't buy from you in this instance, you would have planted a seed of warm receptivity in the mind of the reader.

Now, I'm sure that there are some saying, " doing that will murder our margins!" We can't afford the extra expense of doing all that!

Well, it's okay to have that type of response. Especially if you're concerned about only achieving mediocre profits.

The only true decider is, TO TEST!

You see, doing a small sample test to a database or list, will tell us whether this has merit or not. Not doing it could be prove to be MORE COSTLIER than you thought.

Of course, if you're going to mail to a real cold list where there's no affinity or where there's no history of PROVEN BUYING, then, you could be dumping a ton of dough into the rubbish bin.

If you've familiarity with a certain group of people, then this strategy could work, spectacularly.

You see, being taken for granted is not a great feeling to have. And, many businesses are guilty of doing exactly that... taking their existing customers for granted.

Imagine the thoughts that'll run through one of your existing customers if they get a mail like the one described above. What do you think they'll feel?

Giving a WOW! experience to existing customers and clients, is fundamental to keeping them interested, excited and curious to know what you'll be sending them next.

It's what builds the "can't wait what they're going to send me next" type response in their mind.

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