Creative Direct Mail Idea To Create A Potentially Powerful Response.

Ok so after quite the dry spell I did some quick thinking that resulted in our buisness finally getting some great leads. I wound up setting up a presentation but this is not what this is about.

I'm feeling a bit more confident now in my ability to REALLY make a complete turn around, and this is my idea. It HAS been used before, so people may have heard about it, some not.

My question is if you think this idea could become a highly effective way to pull in some business.

The business we are marketing here is for energy audits.
This is the plan.

I have seen guys on here send letters using a dollar bill as the headline. Naturally I thought this was a good idea, but I still didn't believe it was creative enough to trigger the emotional response I really want.

So after some reading, some thinking, some reading, and some more thinking, I thought what message is our business REALLY trying to get across? Well we do energy audits, so we're trying to save people MONEY.

After seeing an example of a highly effective ad, I got the idea to actually DESTROY MONEY. This would piss people off big time, ESPECIALLY if you gave the money to them first.

It would create a lot of tension, than I'd resolve that tension with my offer, which would apparently be better than the $5. Thats another thing I'm stuck on is whether to use a $1 or a $5 bill. I think the $5 would be perfect.

Heres the plan. First get a highly targeted list.
Second, craft the piece. It will be a simple 2 fold brochure, that opens and closes 1 page on the left, 1 on the right just so we're clear lol.

I take a $5 bill, I glue one side of the bill to the inside right of the brochure, the other side of the bill to the inside left of the pamphlet. Then I make a small cut in the middle edge of the $5 bill.

The front of the brochure will say something about how theres free money inside. It will be designed so you can see the bill, but not the glue that binds it. When the person opens the pamphlet, the $5 bill rips in half. Then on the inside I write something like "Fed up with losing money? - Look our company doesn't enjoy ruining your day, but if we weren't so good at making our clients money, do you think we could afford to destroy cash like this?"

Then we plug our offer for a free energy audit.

So naturally my question, do you think this could work? I'm definitely testing this no matter what, I still want some feedback on the idea.

Thanks WF - Red

ps. these may have to be delivered personally, as the money will be somewhat visible by the postal carrier, but thats not a problem imo.