When writing to solicit or request fund from people, the common thinking of an average marketer is to say, “If they love us or find it worthy, they’d give us something”.
Only a weak marketer reasons this way.
A pro-marketer sets all things right in the right direction…aims at his or her target perfectly, and makes so sure the right – positive – responses are got from such requests.
Direct marketing gives no room for conjectures…
Direct marketing is scientific.
With direct marketing, responses are pre-determined; they can be forecasted…because the plans for them are fully calculated.
Hence, they results and outcomes could be easily measured and predicted.
Always Force an Answer
Do everything within your creative power to force your reader to respond in some way.
Ask your reader to send back an answer to your letter – “Yes” or “No”.
Asking for a response one way or the other requires the reader to make a decision. You want to give your reader reasons to answer now – to make a decision.
The worst answer for a marketer from his or her recipient is, “I’ll think about it and get back to you later.”
That means the answer is “No”.
But the prospect is also keeping his or her options open. The easiest answer for your prospect to give is “Maybe”.
By requiring a “Yes” or “No” answer on the spot, you are forcing your prospect to face a moment of truth…
“If I answer NO, I’ll look bad and evil-minded” is the thought you must create in the mind of the prospect.
The last thing you want your prospect to think is, “there’s no hurry. There’s no need for me to make a decision right now.”
Women take exactly this approach with men.
They’d say, “You either ask me to marry you now, or that’s it. No more waiting. Tonight we will go out on a date. If I don’t have a ring on my finger by the end of the day, I’m gone. That’s it. You’ll never see me again.
“Yikes!” the guy thinks. “I guess she’s not going to let me keep her along for further long years. I better rush out and get that ring.”
A weak marketer does not like forcing this moment of truth, or requiring a “Yes” or “No” on the spot.
A weak marketer believes that if he or she does not get a “No” answer, he or she still has a chance to get a positive response later.
This is wrong.
A marketer has very little chance of making any good with this approach…because most people would rather never commit until they absolutely must.
A strong marketer knows that forcing a moment of truth and requiring a decision on the spot will certainly produce more definitive “No” answers…but he or she will also force many more “Yes” answers – many more positive responses.
There are many methods of forcing a decision.
You might say in the P.S. (Post Script section), “if you decide not to give us something, would you mind writing me a note telling me why?”…
Or, “if you decide not to donate, please just write, ‘I am not donating’ across the letter and mail it back to me. That way, I will know you received and read my letter, only that you’re not interested, and I won’t bother you again.”
You can as well ask (by stating within your letters that) the recipients of your letters mail or return your letters and envelopes to you if they had decided not to donate or buy into the cause you’re promoting.
Many of them would find it quite insulting to return your letters and envelopes to you without sending a thing.
Many of them would feel too embarrassed to return your letters with no gift at all.
So, in all your mailings and sales presentations, always think of ways to require a response one way or the other – to force a decision.
Let me have your thoughts to this post in the comments section below.