I get loads of direct mail. I give most of it a cursory glance – more out of professional interest than anything else – before tossing it in the bin. And you probably do the same.
It seems that Amnesty knows this. Because their latest direct mail piece has on its front cover:
This flyer will ask you to make six choices. Here’s the first: Read it or bin it.
Now there’s no way I’m going to bin it now. The least I’m going to do is open it. Inside follow more choices:
Speak out or stay silent? Object or accept? Make a stand or walk away? Act or do nothing?
And then finally Join or not join?
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The copy includes the line ‘for these and many, many more the fact you chose to read this leaflet rather than bin it, is a source of unimaginable help.’ Powerful stuff.
As a direct mail piece this is superb. Eye catching, emotional, appealing and with a strong call to action.
Find our more about Amnesty.
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