Sometimes, even when you think you’re a very detail-oriented person, you realize that there’s something else that’s escaped your attention. Take the direct mail that I read every day. I’ve made lists of all kinds of features that our Who’s Mailing What! database doesn’t capture, but I never started one for direct mail that asks questions effectively.
I could think of a few examples off the top of my head, almost all of them in teasers. But I had to do some serious digging through my file folders to begin to get a handle on what works well in creating reader involvement, and eventually, inspiring action. And although I’m not close to being done, here are some early observations on what I’ve found.
1. Appeal To Emotion
This is a no-brainer. It’s pretty common across all verticals to leverage one of the seven main copy drivers (guilt, flattery, anger, exclusivity, fear, greed and salvation).
Here’s a postcard from Volvo that taps into fear of hitting a runner moving across the front of your vehicle. “Are your brakes ready?” it asks. The promotion is for a multi-point brake inspection, so that your car is “ready for whatever comes your way.”
I have to mention this. A membership renewal effort from the Republican National Committee begins with a question that’s good at inspiring some guilt: “I don’t want to believe you’ve abandoned the Republican Party, but I have to ask … Have you given up?” This letter is a long-lived Grand Control, in the mail for over 15 years.
2. Make the Reader Curious
You have some information to provide about your product, your service, or your nonprofit. To attract the attention of the prospect, you can make them want to know more.
This teaser question from Consumer Reports on Health, “Do you make these 10 common mistakes about your health?”, is a variation on one originally written by Max Sackheim for a mail order course more than 80 years ago: “Do You Make These Mistakes In English?” It’s been copied by lots of others, mostly unsuccessfully, over the decades.
“Why does my cat do that?” —CatWatch
“Honey (and Vinegar) Can Do WHAT?” —FC&A Publishing
“Can these students save America’s national parks?” —Student Conservation Association
3. Make ‘Yes’ Easy
Good yes and no questions are a lot harder to formulate than you might think .You should avoid wording your question so that a weak “yes” or a flat-out “no” stops the prospect from reading further.
You want your question to be focused. You want it to be so cut-and-dried, so rhetorical, so obvious that the reader buys in enthusiastically with a “yes,” and continues reading, and agreeing with your pitch.
The bottom line is that questions should always be geared toward one goal: getting the prospective customer, member, or donor to seek the answers (or at least begin to) from the direct mail piece in front of them.
Are there good questions in direct mail that you like? Please feel free to share in the comments below.