Stupid mistakes in horrid abundance have been made by otherwise bright companies when testing the direct response waters. Fortunately, guerrillas can learn from these blunders, making those waters a bit safer. Envelopes, opening lines, mail subject lines and first impressions are the gates to your offer. Open them wide. Not facing the reality of a direct marketing explosion relegates your attempt to the ordinary, which means the ignored.
Guerrillas say things to rise above the din, to be noticed and desired in a sea of marketers.
Focusing your message on yourself instead of your prospect will usually send your effort to oblivion. Prospects care far more about themselves than they care about you. So talk to them about themselves. Not knowing precisely who your market is will send you into the wrong direction. Research into pinpointing that market will be some of the most valuable time you devote to your direct marketing campaign.