The Ten Ways - Questions

Asking interesting questions is a much under-used approach to direct mail.  As long as the question used is meaningful and doesn't invite a simple yes or no answer, then it will work.  Most of the adverts I have written which have made a stunning difference to the response rate have used this technique.

A meaningful question is one that stimulates a meaningful debate.  "What is the most cost effective way to double your turnover?" is a meaningful question, because there is a range of answers possible.  It is interesting.  Even if you think you know the answer you are tempted to join in.

"Would you like to make more money?" is not meaningful, because the answer is always yes.

"Are you worried about your GCSE Maths results?" isn't much good either because you can answer yes or no, and anyway it all sounds a bit too rude and personal.   

"What's the simplest way of taking every Maths Grade D up to Grade C" is much better, because it doesn't challenge the reader directly.   It allows the reader to be drawn in to your discussion without putting him/herself on the line.

Ask the question, open the debate and get the reader interested. 

You can also ask questions about lists. "What are the three most common things that teachers do after work?"  People read on because they are interested, amused and intrigued. They simply want to know what your answer is, compared with theirs.