How to compel action (without words)

Question: 

How do you compel someone to open a physical envelope (i.e., direct mail) WITHOUT persuading them with copywriting — with words?

Put a penny in the envelope. 

Let me explain… 

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Putting a penny in a sealed envelope is literally the cheapest way to get an open. Because when the prospect feels it, she’ll wonder: 

Is it a penny? 
Is it something else? 
Why is there metal in here?

The bulkiness of the penny will get her attention, pique her curiosity, and compel an open.

Simple. 

But — and this is key — this tactic only works if the copy *inside* the envelope somehow connects the penny to your product or offer. 

(Making that connection is the “creative” part.)

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For example…

If I had to write copy connecting a penny in an envelope to VeryGoodCopy, I might write:

— — —

Hey there,

Want to learn how to write very good copy? 

You have 2 options: 

You could throw this penny in a fountain and WISH you’ll miraculously learn this intricate, ultra-valuable business skill overnight… 

Or… you could SUBSCRIBE to the VeryGoodCopy blog and start receiving weekly micro-articles that, over time, will teach you everything you need to know about copywriting, completely free.

Subscribe now at VeryGoodCopy.com.

— — —

Or something like that. 

P.S.

It doesn’t have to be a penny. It can be anything bulky or oddly shaped, really. As long as you can physically fit it in the envelope and logically tie it into your lead (i.e., the first few sentences of your copy), you’re doing it right. 

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