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• People move. From home to home, and from job to job. Make sure mailing lists and data
bases are updated frequently.
• People want to know "what's in it for me?" Be sure to tell them clearly and appealingly.
• People are easily confused. Make sure your message is crystal clear.
• People want to know when they'll receive your response to their response. Tell them how long
fulfillment, delivery or other action will take. And be sure to meet that commitment.
• People are fearful of disappointment. Overcome their fears by reassuring them with guaran
tees of satisfaction.
THE BOB SILVERMAN TEST
Bob also suggested applying this test before mailing a direct mail package:
Is your headline or lead sentence a grabber? Yes No
Does it relate to the rest of the copy? Yes No
Does copy emphasize benefits rather than features? Yes No
Does it urge action? Yes No
Do copy and graphics tie together? And do they command attention
and interest? Yes No
Is copy written from the reader's viewpoint, not yours? Yes No
Does the copy talk with, and to, prospects, instead of at or down to
them? Yes No
Does the copy tell readers where you want them to do? And is it easy
for them to do it? Yes No
Have you included a meaningful offer? Yes No
Have you specified a realistic response deadline? Yes No
Have you included an iron-clad guarantee of satisfaction? Yes No
Does the package contain high impact graphics which show the
product — or the offer — or both? Yes No
Is the response device written in friendly, non-threatening language? Yes No
Does the response device allow room for prospects to fill in the
information you have asked for? Yes No
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