101 "Interesting"
Ways to start your Direct Mail
Starting to write anything
is tough.
Starting direct mail letters
can be more than tough...it can be horrible!
I know. I write a lot of
them.
The opening line is so,
so critical.
Good friend Phil Slater,
Manager of the Direct Marketing Centres that operate as a part of New Zealand
Post, put together his list of favorite direct mail letter openings. That got
me watching my mail box.
I've selected 101 "interesting"
openings from the wide variety of direct mail arriving on my desk.
Before I begin, a couple
of thoughts:
... the opening paragraph
should be short... keep it to 11 words. And absolutely no more than 17!
When you follow this simple
principle, you'll be more likely to be read. And understood.
...the second paragraph
is equally important... a max of 50 words. If you get your reader to read 50
words, you will get them to read 500.
Slip them into your message
with short opening paragraphs.
Okay...here is my list
of 101 "interesting" direct mail openings:
- As a member in good standing...
- You may now enjoy...
- How much time and effort
do you spend on...
- Ask 10 people what _____
means to them, and....
- I'm writing to tell you
about...
- I know _____ will build
your business.
- Next week is the last
week for you to receive...
- There's one reason for
accepting...
- Would answers to any
of these questions...
- How to fight the high
cost of ____
- This letter is going
to be short and to the point.
- It's true: _______ helped
me...
- The first time I used
____ I earned (learned, saved, made, enjoyed, ... ) _________
- ______ is a proven resource
for raising money.
- This report will update
you on....
- There are few sights
more beautiful than a ...
- Before you read another
word...please take a moment to look at ___________
- If you love _____, this
is for you: _______
- Just like stop signs,
fire hydrants, watermelons, cherries, and hearts, this touch of red instantly
identifies...
- I'm pleased to inform
you of a very special offer reserved in your name.
- I'm pleased to inform
you of ....
- If you're like me, you
have less time than ever!
- If you're like me, you
have . . .
- What do you do when you
need . . .
- On Thursday, April 6
an important event will take place.
- Thank you for placing
your trust in us.
- It is my privilege to
invite you to . . .
- We agree that . . .
- Your interest in ....
reveals something important about you: ________________________
- Stop for a moment!
- Do these situations sound
familiar: _____________
- If it hasn't happened
to you yet, it will!
- The Chairman of the Board
asked...
- I invite you to accept
membership in...
- Last week something happened
to affect your business.
- If you've put off ______,
now is the time.
- When the government shows
up at your office, what will you do?
- You have 5 minutes to
convince the Board they should say "Yes!".
- As you can imagine...
- It is my personal pleasure
to ...
- CONGRATULATIONS!
- Beginning May 1 . . .
- WELCOME!
- Your work is vitally
important!
- You've been selected
to receive...
- As a member of . . .
- You are cordially invited
to...
- We're pleased to offer
you...
- I'm pleased to offer
you...
- I never thought of our
industry as a political target.
- If you find the art of
personal self-improvement (fill-in your service here) useful, you'll be fascinated
by this story.
- This is your invitation
to become a member of ...
- I'm writing you today
as a mother (or father).
- I'm writing you today
as a friend.
- As you're reading this
letter, the anti-forces are...
- People take their chances
when they go out these days.
- When we checked our records,
we hadn't received your reply.
- There are a dozen good
reasons I could give you for ...
- You'd think that after
all the years we've spent working with ...
- I tried to call you the
other day about.
- I'm writing to you because
this news can make a difference.
- You really can live the
life of your dreams.
- Imagine inner peace.
Joy. Harmony.
- Imagine. . .
- _______ is now available
to meet your needs.
- Please let me tell you
quickly about ...
- I know we'd miss you.
I'd like to think there's a chance you might miss us.
- Have you been invited
recently to participate in ...
- Exciting? Sure it is!
- This is a difficult letter
for me to write.
- You can actually save
money on ...
- It's a real pleasure
to invite you...
- Are you dissatisfied?
- Are you disappointed?
- Your clients look to
you for...
- A few weeks ago I sent
you...
- The marketplace is as
tough as it has ever been.
- There's a very good reason
when someone like you has earned the right to ______
- Do you want to _____?
- You're constantly trying
to . . .
- Okay, I know you get
a lot of letters that promise you a bundle...and then ask you to sign your
life away in return. This letter is different.
- This letter is different.
- This is the last time
I will be able to write you.
- Would you like to save
_____?
- We're pleased to tell
you as a good customer of ______ you are regarded as someone special.
- Has this ever happened
to you? ________________
- Over a million people
can't be wrong!
- First, you have to have
a dream.
- How would you like to
be featured in ....
- How would you like to
have your pet featured in ...
- Good News!
- Your name appears on
a list of ______
- When you ordered ______
7 years ago, you joined our family.
- They say everybody likes
to talk about the weather...but nobody ever does anything about it. Not so
here!
- You're a very busy person,
so I'll be brief.
- Prepare yourself for
more than a few pleasant surprises.
- Have you ever wasted
valuable time giving your pitch to the wrong person?
- I want to give you, absolutely
FREE!, _________
- Here's your chance to
grab ( to enjoy, to earn, to make, to save, to learn, to gain, to win, to
buy, to _____)
- If you love _____, you'll
love ____!
- Thank you!
- I can't imagine anyone
not taking advantage of this risk-free opportunity.
- It happens a lot.
- Now you can discover
the critical facts and key issues...
- Now you can discover
...
- Seeing is believing
- If you've never studied
a Picasso - up close...why not make this your year to do it?
- You read about it. Now
do something about it.