I’ve been off coffee this week. Just been so damn busy trying to tie everything up before Xmas that I’ve decided to shelve my coffee addiction – for a few days anyway.

Let’s see how long that lasts

Anyway, I’ve substituted coffee for mineral water. And as I was knocking back a nice mineral water at 9 or 10am yesterday at the coffee shop down the road, I was reading the paper, which I like to do quickly flick through every day to pick up ideas.

While I was reading I saw a story about a woman who had been suspended for dumping over 400 letters of Xmas mail in the dump.

That’s letters that you could have mailed… I could have mailed… anyone could have mailed… binned.

Apparently, a security guard spotted it when she paid a visit to the Moorebank Shopping Village yesterday.

So was I really that shocked?

No.

In fact, I am sure it happens all of the time.

And I am sure there is a small percentage of mail which never gets delivered.

That’s why I tell people who do letterbox drops (aka junk mail) to mail the first 5,000 of them first by yourself or someone you know who you really trust.

Why? Because that way you know they are going to be delivered and not end up in a bin somewhere. (believe me, I’ve heard some terrible stories)

Anyway, when it comes to direct mail – that’s not your main problem.

Your biggest problem lies in getting those damn letters opened and read by the people who actually get them.

Your biggest problem lies in getting them past the gatekeeper.

Because guess what?

It doesn’t matter how good your copy is… it doesn’t matter how good your product is… if it doesn’t get read, NOBODY is going to respond.

And the same goes with email.

If your subject lines are terrible (as most are) it doesn’t matter what your content is.

The good news is on lesson #3 of http://www.morecustomersmadeeasy.com
(which I’ll send right away to anyone who orders today) I show you exactly what you need to do to get your letters and emails opened.

Anyway, the clock is ticking for both of us, so that’s all for now.