Question: how can I double the response rate in my direct mail?

Answer: there are at least 50 different things you can do

Question: OK let’s not bother with all 50. Just tell me the most important.

Answer: Use the 70% theory.

The 70% theory of direct mail says that around 70% of people who receive direct mail at work glance at it for a few seconds – and then throw it in the bin. If you want to get your message across to people you have to consider how to get more than 30% of the people you mail to look at your work.

In fact you have to focus on getting attention.

It seems a simple statement, but most of the direct mail and email advertising I get does not do this.

If it seems of interest to you, there’s an article on the subject at http://www.theory.bz/factor1.html

Alternatively you can send me a copy of your advertising and I’ll give you a call back to tell you if it grabbed my attention. If it did not, I’ll tell you how I would have done it. Of course you don’t have to take any notice of what I say, but it might just give you an idea.

No charge, no obligation.

Tony Tony at hamilton-house.com