Here is a little-known secret that can make or break your response rate for emails, VSL’s, landing pages, direct mail and more. 

It’s what you do with your salutation. 

Here’s the key: Be selective in your salutation for a landing page, direct mail letter or email. Avoid, at all costs, using those trite, stuffy openings like “Dear Sir” or “Dear Gentlemen” if you can’t use personalization. 

Your first choice is always using the prospect’s or client’s real name. But often that’s not possible. 

An often-overused choice among marketers is “Dear Friend.” It’s OK, but if you can target your opening more specifically, do so. 

For example, “Dear Software Engineer,” “Dear Art Collector,” “Dear Tennis Nut,” “Dear CEO,” or “Dear World Traveler” can help you zero in on your readers and establish a better rapport. 

They know the content is for them.  

However, how personal you get should depend on your audience. 

Depending on your audience, make it as personal as possible, such as “Dear Fellow Investor” or “Dear Fellow Taxpayer.” And consider your positioning and the use for one emotion. “Dear Abused Taxpayer,” “Dear Concerned Investor,” or “Dear Overworked Assistant.” 

Your personal salutation helps your prospect relate to you and set up the case you are making in your copy. 

Incidentally for personalized letters, never, ever say: “Mr. John Jones.” It will hurt response. Use either the first or the last name—not both. 

For more tips on writing copy that works, see chapter 19 of my book The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now. Click here to order on Amazon. 

Or get the audio version.  Click here. 

Or for a personalized, signed copy click here.   

Want more advice on great direct response copy? Give us a call at 615-933-4647 or email me at [email protected].

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