PART 2 (click here for Part 1)

What’s In It For Me?
Commonly referred to as WIIFM, the what’s in it for me? component has got to be strong. It must make the person react to, and act on, the ad or letter, otherwise you’ve lost them.

The person will be subconsciously asking: What’s the benefit if I buy this product, or attend this seminar or visit this store?

Think about what people want. Will they be buying or receiving something that will:

• Speed up what they do currently?
• Reduce their costs?
• Save time?
• Give better results?
• Provide immediate back-up support and service e.g., computer system?

Will they in fact receive something that’s free, easy to use, proven or guaranteed? These are known as some of the magic words of advertising and are often recommended for ads.

Simple effectiveness
For a written ad, less is often more. A few words supported by an image may be all that’s needed to stir a reaction. Simplicity is the key.

For letters, Dunn talks about using “Short, sharp sentences. Sentences of just a few words. Just one idea at a time.”

So keep it snappy and keep it simple:

• Short sentences – just a few words. A few words can say it all.
• Lots of white space – make sentences into paragraphs. They’re easier to read.
• Punchy opening – demand a reaction from the reader. Then you’ve hooked them.

Greetings
Dunn also suggests that simple salutations are a winner for direct mail letters.

He says we should do away with the tradition of writing “Dear…”. Instead, address letters the way you would address someone in person.

“[in person] you’d say ‘good morning John’. ‘Hi’. ‘G’day Mr Smith’. ‘Hello’. So why don’t we do exactly that in letters?” he says.

Dunn points out this method of salutation makes your letter stand out because right up front it’s different.

These days businesses have to try even harder to get their messages across. And that message has got to do its work in the first few words. As consumers we’re constantly filtering out the ‘junk’ that comes across our desks or through our mail boxes. Smart businesses have to think ‘beyond the norm’ and find those words that will stir a reaction from the reader. That’s the hook you need.