Direct mail is NOT dead …but those who know how to
write for it are quickly disappearing.
Appropriate
40-40-20 Rule for Success or Failure
Understand what motivates your audience to take action.
Ed Mayer’s Checklist of Human Motivators
• Make money• Save money• Save time• Avoid effort• Be comfortable• Be healthy• Be popular• Be in style• Avoid criticism• Conserve possessions• Avoid pain• Satisfy curiosity• Avoid trouble
• Satisfy appetite• Protect reputation• Purchase wisely• Have beautiful possessions• Attract the opposite sex• Be individual• Enjoy life• Be clean• Be appreciated• Protect family• Emulate others you admire• Take advantage of opportunities
Ed Mayer’s Checklist of Human Motivators
• Make money• Save money• Save time• Avoid effort• Be comfortable• Be healthy• Be popular• Be in style• Avoid criticism• Conserve possessions• Avoid pain• Satisfy curiosity• Avoid trouble
• Satisfy appetite• Protect reputation• Purchase wisely• Have beautiful possessions• Attract the opposite sex• Be individual• Enjoy life• Be clean• Be appreciated• Protect family• Emulate others you admire• Take advantage of opportunities
When an attorney, compliance person, or approving manager
says, “You can’t say that,” your response should be …