60. Making the ‘A’ Pile High Passion Low Passion THE RULES ARE VERY DIFFERENT, BY SEGMENT!
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93. Making the ‘A’ Pile Of course, you could always just freak everyone out
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101. Rule #1: It’s not about you . Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful . Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.
156. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy.
171. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: People give to solve problems, not to celebrate solutions. Rule #6: Remember the 90/10 rule of creative.
172. The elements of every direct mail package (typical 2-page letter package) -The carrier -The opening couple of lines -The body of the letter -The close -The P.S. -The reply slip headline/offer -The rest of the reply slip -The brochure/insert -The reply envelope
173. % of Words -The carrier 1% -The opening couple of lines 3% -The body of the letter 60% -The close 3% -The P.S. 3% -The reply slip headline/offer 2% -The rest of the reply slip 7% -The brochure/insert 20% -The reply envelope <1%
174. The elements of every direct mail package - The carrier 1% - The opening couple of lines 3% -The body of the letter -The close -The P.S. - The reply slip headline/offer 2% -The rest of the reply slip -The brochure/insert -The reply envelope
175. % of Words -The carrier <1% -The opening couple lines 3% -The body of the letter 60% -The close 3% -The P.S. 3% - The reply headline/offer 2% -The rest of the reply slip 7% -The brochure/insert 20% -The reply envelope <1% % Impact 25% 25% 10% 10% 20%
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178. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6: Remember the 90/10 rule of creative. Rule #7: There are five basic human motivators – use them all.
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190. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3 : You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6: Remember the 90/10 rule of creative. Rule #7 : There are five basic human motivators – use them all. Rule #8: People give to solve problems, not celebrate solutions.
213. “ We Did it!!!” Appeals Low Passion High Passion
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217. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6: Remember the 90/10 rule of creative. Rule #7: There are five basic human motivators – use them all. Rule #8: People give to solve problems, not celebrate solutions. Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it).
219. Warren Buffet said it best… “ There’s something about human nature that we want to pick the flowers and water the weeds”
220. You Know it’s trouble when someone says… “ I know that works every time, but (insert one) … the board/the donors/I am sick of seeing it.”
221. You Know it’s trouble when someone says… “ I know that works, but I think we need to try to be more creative.”
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227. Why do your winners work? It’s the perfect alignment of your marketing and human nature. And until human nature changes, your winners will still be winners.
228. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3 : You’ve got 5 seconds to be successful. Rule #4 : If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6 : Remember the 90/10 rule of creative. Rule #7 : There are five basic human motivators – use them all. Rule #8 : People give to solve problems, not celebrate solutions. Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it). Rule #10: Get out of direct mail before it’s too late! Email’s about to destroy it… eat its lunch ... It’s going to be carnage. (just kidding)