The Motivation Sequence

Memorize this order. Then use it the next time you are evaluating direct mail creative. Here is the motivation sequence all direct mail (and all advertising really) should follow.

1. Get attention (appeal to their self-interest)


2. Identify the problem or need


3. Position our product as the solution or answer


4. Prove that our product is the best solution (data points, testimonials)


5. Ask for the order

It's really that simple. So the next time you are looking at a piece of creative for feedback. Remember this list and get to it.

Here's a self-mailer we created for Intuit's QuickBooks product. As you can see, we got attention by tailored the image on the cover to match the industry of our target (in this example, Construction versus Manufacturing). We then identified the problem with the headline copy. We positioned our product as the solution to the problem on the inside of the piece, and then proved that we had the best solution with data points and testimonials. The last panel asked for the order.

Here is the inside of one of these packets so you can see the testimonial.