Increase that all-important response rate

Challenging, demanding and to the point.

That’s a good direct marketing letter.

Or is it? How in-your-face do you want to be? Is this a single touch letter, or one of several touches? You want the reader to respond to your letter, but how do you want them to feel about you? There’s a thin line between being engaging and being pushy, and a thinner one between being smaltzy, crass even, and friendly.

The vital element is to know precisely what your proposed customer is buying, what need we’re identifying…what’s the itch we’ve got the salve for?

How do you increase that all-important response rate?

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