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Richard Riccelli, Inc. |
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Direct Response Advertising for |
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ISSUE ONE |
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HAS IT HAPPENED TO YOU? It happens to millions every day. And it will happen to your perfect prospect tonight. At 6:30 or so, she'll finally arrive home from a frustrating commute. Park her car in the garage while still on her cell. Pause for an exhausted sigh and summon what's left of her energy for the crisis of kids, husband, dinner, and homework that awaits. Key in the door, and there on the floor, the mail. She’ll gather and sort the stack. Catalog. Catalog—trash. Magazine. Credit card come on. Trash. Bill. Bill? No—trash. And in this fleeting, distracted moment of dog jumping, TV blaring, phone ringing, there it is. Your mailing. Your moment. Your chance to launch a new magazine. Win a new subscriber. Create a customer for life. You’ve got six seconds, five, four, as she hovers over the trash and hears over her shoulder her son calling, “Mom? Mom??!” Three, two, one... So, how good is your creative? |
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An instant education. Today, to understand what it takes to succeed, we only need to look at the onslaught of our own e-mail. Delete-delete-delete. |
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