Last week we picked up our discussion on getting past the gatekeeper when using direct mail.  The first thing I suggested is you may want to enlist the help of the gatekeeper, a novel idea.  Here’s my blog entry on that discussion.  Next, I suggested that whatever you send, the gatekeeper must fear block it.  Here’s that entry  today we’ll touch on another strategy is dealing with gatekeepers.

I’ll call this the ‘sneak up’ approach.  This involves putting “teaser copy” on the outside of the envelope, box, or whatever it is you decide to send.  The teaser copy on the outside will usually say one a few things like:

• Personal & Confidential
• For John’s Eye’s Only (assuming your prospect or client’s name is really John)
• Confidential Report for John
• Or any number of phrases that indicate that the contents is only for the recipient.

This is a great way to get past the gatekeeper as they usually fear opening, filtering, or throwing this type of material in the trash.

Another great way to get through is to send mail that looks, acts or hints that it’s from a person or company thing that already gets through.  Here’s an example.  Let’s say you have a product for dentists.  You can purchase a list of dentists who also subscribe to a specific magazine.  For this example let’s say they subscribe to “Muscle Car Monthly.”  On the outside of your envelope you would want to write:

Gift and Special Invitation Enclosed for
VIP Readers of Muscle Car Monthly

Since most gatekeepers know and recognize the magazine title, whatever you send will likely be sent right on through.  Later in the week I’ll discuss two final ways you can get past the gate keeper.  See you then!

Blog Reader’s Only Special

If you’ve read my emails for any length of time, you know I’m a huge Dan Kennedy fan.  Heck, we may have even met you at a Kennedy event over the years.  Due to some technical difficulties you couldn’t get their resources and products online.  Well, they’ve now fixed it. 

You’ll want to check out their new online home here.  One resource I highly recommend is the Creating Copy That Sells Online Course.  I’ve gone through the course myself and it’s THE reason why I’m able to create copy that gets response and, most importantly, sells.

For more information click this link, and then click on “Copywriting Mastery Resources” at the top.  Let me know what you think.