Also known as ‘direct mail’, but let’s face it—to your readers it’s ‘junk mail’ most of the time. And that’s the first challenge. You have to win the attention of your customers before they read about your offer. How do you overcome that initial wariness and cynicism as they hold your letter in their hands? Well, giving them a reason to open the envelope is a start but then you have to keep their attention. If you’d like my help in making sure your customers don’t just read your letters but respond to them, get in touch.