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7. Offer something free.
It's generally better than discounting your product and gives you the opportunity to use the magic word "FREE." It can be a free gift, free shipping, free add-ons, free subscription to your newsletter or catalog, whatever.
8. Add a time limit.
This almost always boosts response. You can connect the time limit to your main offer or to your premium. One easy way to add this to a preexisting package or mailer is to create a simple piece of art that looks like you've rubber-stamped the deadline. It should be ugly and realistic.
9. Highlight your guarantee.
In a package, you should feature it prominently in the letter, brochure, and order form. If your guarantee is strong — and it should be — you can also create an insert or lift note that explains your guarantee in detail. In a self-mailer, you should place your guarantee on the primary selling panel and on the reply panel.
10. Build a package around your self-mailer.
You'll need an outer envelope, basic letter, reply form and BRE. Add your self-mailer as the brochure and presto! You have a complete direct mail package. It's not an ideal solution but good enough for a quick test.
11. Mail your print ad.
Just print it, fold it, and insert it into a plain envelope with a little note that says something like, "I thought you would find this interesting" or "Try this. It works." You might also try adding a BRE or reply envelope with a live stamp to help ease response. You may even try adding a reply form so people don't have to cut out the coupon.
12. Try the two-step.
First mail a postcard or small self-mailer offering free information on your product. Then fulfill requests with your direct mail package. Just make sure to modify the package with envelope copy that says something like, "Here's the information you asked for."
Dean Rieck is one of today's top direct mail copywriters and has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint and American Express. For a free copy of his white paper, "Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market," visit www.DirectCreative.com.
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Secrets of Direct Marketing Testing
PURLs for Profit
