"What kind of response rate can I expect?"

I was asked this from a switched on marketer today on a call.

My answer was to think of your first mailing and following mailings as
an opportunity to get feedback and why those responses happened.

When you get calls and you are having a friendly chat,
ask "what was it about the letter which got you to pick up the phone to call Bob?"

After a while you may see a pattern emerging.

At this point, you intensify, in as many ways as you can think of,
that trigger point.

It could be putting it in the headline and straight into the lead.

It would mean removing surplus parts which aren't relevant now.
[always good]

It may mean bringing in new information to support the big idea.

It could be that you are the only one doing X.

It could be the other players in the market are turning their customers off
and now you make a daring promise that states it will never happen while they are a client.

The supporting information can be in the form of proof of results.

You can get clarity of what your offer is which can be made clearer
and bolder.

It could be Bob dropped a new name which describes you/your product/your service.

It could be how this will save him from X.
And what would of happened [consequences]
if he had carried on like he was into the future.
How that would of affected others and what that would mean to them.

It could be a timing thing in the market which
you now let others know about the new event.

It could be that money has now become available due to
the contract with their supplier has ended and are looking for an alternative.

All this valuable information is inside your leads and customers.

All you need to get it is to ask.

Then refine your message.

Think of your marketing as a laboratory where you are always testing
new variations from the new information coming in and testing.

It becomes a never ending improving upward spiral.

Best,
Ewen