The Brochure Legend Lives On
I didn’t sell many storm windows that summer, but on several occasions I made it to the living-room couch and petted the mangy dog.
Isn’t that the way it works with direct-mail fundraising letters? The longer a person continues to read the letter, the more involved she becomes.
If a prospect reads the brochure and not the letter, then your mail piece becomes an advertisement, not a one-to-one message from you to her.