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  • Actual for You - Direct Mail Marketing and the Golden Glimpse: How to Get Your Offer Noticed

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    o clear. Think of it as an obstacle course. Only instead of high bars and log jumps, your hurdles are the following:

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    In direct mail marketing, you have what I like to call the "golden glimpse" -- that moment, however brief, when your prospect pulls your direct mail piece from the mailbox and actually pays attention to it.

    This is an advantage not enjoyed by other marketing media. You can ignore a radio commercial and a magazine ad. But you have to give each piece of mail a moment of your attention to decide whether or not it's a keeper.

    This marks the first in a series of hurdles your direct mail piece has to clear. Think of it as an obstacle course. Only instead of high bars and log jumps, your hurdles are the following:

    1. Ge

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    ulls your direct mail piece from the mailbox and actually pays attention to it.

    This is an advantage not enjoyed by other marketing media. You can ignore a radio commercial and a magazine ad. But you have to give each piece of mail a moment of your attention to decide whether or not it's a keeper.

    This marks the first in a series of hurdles your direct mail piece has to clear. Think of it as an obstacle course. Only instead of high bars and log jumps, your hurdles are the following:

    1. G

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    marketing media. You can ignore a radio commercial and a magazine ad. But you have to give each piece of mail a moment of your attention to decide whether or not it's a keeper.

    This marks the first in a series of hurdles your direct mail piece has to clear. Think of it as an obstacle course. Only instead of high bars and log jumps, your hurdles are the following:

    1. G

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    attention to decide whether or not it's a keeper.

    This marks the first in a series of hurdles your direct mail piece has to clear. Think of it as an obstacle course. Only instead of high bars and log jumps, your hurdles are the following:

    1. G

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    o clear. Think of it as an obstacle course. Only instead of high bars and log jumps, your hurdles are the following:

    1. Getting noticed.

    2. Getting read.

    3. Getting the message across.

    4. Getting a response.

    But it all begins with the golden glimpse, during which you'll either get noticed or be forgotten. Here are some tips to help you clear this first hurdle:

    • Make your offer immediately visible. If you're mailing postcards, repeat the offer on both sides. If you're sending a letter, put some form of the offer on the envelope.

    • Write your offer in clear, simple language. S

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