Copywriters are frequently told that it is a good idea to maintain a swipe file. Which I do.

A "swipe file" is a collection of advertising or marketing materials that have one thing in common. Either their written content or their overall presentation of a product's benefits or features is so well done that it strongly motivates the reader into completing the purchase. These are great references to review when stumped as to how best to solve a particular copywriting problem.

But I also maintain a second swipe file. And this one contains materials that are, well, incredibly bad.

On my desk, that second file is larger than the file containing the good stuff. And much of the material I consider 'bad' is there because of a single reason.

The envelope.

The 80% Rule

Advertising legend David Ogilvy once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

In other words, you need to concentrate 80% of your overall efforts on crafting that perfect headline. That's the only way you're going to get your foot in the door of their hearts, their minds and, most importantly, their wallets.

The thing is, when Ogilvy was making his mark in advertising, it was a much simpler time for the American household. There were only three television networks. Most magazines on the newsstands were of general interest. And for a good many people, their window to the exciting world outside of their immediate town was through their mailboxes.

Direct mail back then often offered a cornucopia of products that they never imagined. Breathless copy enticed housewives with some helpful kitchen gadget, while Dad was convinced that the pictured lure was the secret to catching more fish. And children excitedly waited for the postman to arrive with the prize or premium they ordered for just a quarter and two cereal box tops.

But it is different now. We're more sophisticated. Being bombarded with advertising from all directions. And unfortunately, more jaded.

That Valuable Real Estate

Don't get me wrong. You can still sell by direct mail today. But it has to be done the correct way. Because unless you are a company that the recipient is either already dealing with or has specifically requested your mailer, they're going to be very suspicious of your offer. Most likely it will be tossed in the trash without a second glance.

The truth is, you have only a few seconds for them to see that one brief phrase that describes your Unique Selling Proposition.

In other words — the headline BEFORE the headline.

If Ogilvy felt that the headline was the key ingredient in order to get the prospect to read the advertising copy, what do you think happens when that ad is folded up, stuffed and basically made invisible inside an envelope?

What is written on the OUTSIDE of that envelope becomes the key as to whether the selling process takes place at all.

The copy on the envelope now becomes the overriding 80% of the sale, with the materials inside accounting for the remaining 20%.

You've Tested Your Envelopes — Right?

From what arrives in my mailbox, I find that hard to believe. In fact, it doesn't appear that any A/B split testing has taken place at all.

Someone inside the company has the assignment thrown at them to decide what to write on the envelope. And they take the easy route, basically saying "check out our stuff inside." But because they are so close to the company and its products, they can't understand how anyone would not jump at this incredible offer.

So that becomes their permanent copy on the envelope, printed alongside your name and address. And they think they are going to keep hammering you with it until they wear you down and buckle. No matter how much money is wasted on repetitive printing and postage.

Below are three examples that I feel are extremely poor work from companies that have consistently mailed me in the past year. I've flagged them because there appears to be a major disconnect between the copy that appears on their websites versus what is on the envelopes.

Again, these are just my personal opinions. And these companies will probably disagree.

You may disagree as well. Just examine the points I make to see if these companies are making the best use of their envelope's space in order to entice the prospect.