Headlines

Headlines are vital if you want to attract the teacher's attention for the first time. You can have a headline for each product you sell, as well as a headline overall - but either way it is vital that you do grab the teacher's attention.

This is a complex issue, and has been written up in detail elsewhere.  If you are interested in the way in which response rates are affected by what you write you should click Headline where the subject is covered in more detail  

But do remember the point made in the Response Rates article - there are only five ways that generally work in terms of selling through direct mail:

• Sell on price
• Sell on benefits
• Sell through asking an interesting question
• Sell via humour
• Sell through emotions.

If you wander outside this list (for example by trying to sell on features or through a straight announcement) then you are likely to have difficulty.