What you’re about to read was first published in my monthly newsletter, The Copywriter’s Corner, to get more information on it. Visit this link.
I’ve referenced the famous Gary Halbert dollar bill mailer a few times in this newsletter, and have shown you a few examples of how we’ve swiped it, and how some of our members have swiped it. This month, I thought I’d show you just another way that Halbert has used his own dollar bill mailer, NOT to sell a product, but as a ‘stick’ campaign. You can see a copy of Gary’s letter here.
While a stick letters main purpose is simply to stop refunds (thus make the sale ‘stick’), or in continuity, delay the cancellation, it certainly can go beyond that, as you’ll see here. Many smart marketers use very elaborate multi-step, multi-media (mail, email, fax, phone, etc.) stick campaigns. At a minimum, you should have something. If you have refunds or cancellations of any kind you can likely decrease that number with a simple stick campaign, much like the letter seen here.
We do one here at 3D Mail Results when we send your first issue of the Copywriter’s Corner. If you’ve kept it (and you should have), you can go and review it as well. Some items of note.
Halbert’s use of the dollar bill is obvious, with the now famous, “As you can see I’ve attached a nice, crisp $1.00 to the top of this letter. Why Have I done this…” It certainly grabs your attention out of the envelope. Even though you’re not selling anything in this letter, it is still absolutely necessary to grab the reader’s attention.
He also immediately addresses why you’re getting the letter, and why you’ll be getting the newsletter. This stick letter is a little unique in that the subscription was a gift from a friend of the recipient. If this were your standard stick letter, you’d want to list everything they are going to receive (or have received already). People often buy on impulse, at the grocery store, online, and yes, even your products/services. They could be having doubt and/or remorse after purchase. Your job is to get them to back away from the edge and reassure them of their smart decision. Many often buy without knowing exactly what they purchased to begin with. This again gives you a chance to re-sell the buyer on their decision.
Next, he covers why you should care and why you should read. It may sound like blowing your own horn, but that’s what you have to do to reinforce the purchase.
Next, he lists A small sample of “insider secrets” revealed in the newsletter(s). These are very good bullets. Each could be used as a standalone headline in any marketing format. Are your bullets this good? Could they stand alone on their own? These can. If you sent out a marketing piece with just the bullet and a response mechanism (visit a website, call a toll free number, etc.), would people contact you? That’s how you need to go about crafting your headlines and bullets.
There’s also an assault on their “manhood.” It tells you specifically WHO is letter is for and furthers the sense of belonging, the “this is for me” reaction. It also says specifically who should NOT be reading this letter, and tells them to leave… NOW.
Something to note: Notice how much space is devoted to the product itself, and how much is devoted to the mindset of the reader. About half the letter is specifically about the product, the rest is about how the letter should be perceived, expected behavior, and the ‘rules of engagement.’
Marketing Tip Readers Only Special
I mentioned the Copywriter’s Corner above. It’s part of our Deluxe 3D Mail Sample Kit and Sales Explosion Guide. You can learn more about it right here and see if it’s for you.
To Your Direct Mail Success,
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