| One of the primary advantages of using direct | | | | with "Read this only if you've decided not to order |
| mail is your ability to divide and conquer. Your | | | | ..." or words to that effect on the outside. |
| letter delivers a personal message and makes an | | | | - Increase credibility with a testimonial insert. |
| offer. Your brochure demonstrates features and | | | | Testimonials often work best when you print |
| dramatizes benefits. Your order form calls for | | | | them as a stand-alone piece, which increases the |
| action and eases response. | | | | "bandwagon" effect. You can also have a benefit |
| Each piece in a direct mail package performs a | | | | headline to introduce them, such as "Over 3 million |
| specific function and, because each is dedicated to | | | | satisfied customers agree, a Wahoo Widget lasts |
| that function, does a better job than a mailer | | | | so long, it's the last widget you'll ever have to |
| attempting to do everything simultaneously. | | | | buy." |
| With that in mind, consider testing an appropriate | | | | - Prove your superiority with a sample. Let's say |
| insert or involvement device that can boost | | | | you're selling a coat or jacket to outdoor |
| response enough to offset the additional cost. | | | | enthusiasts. You claim it will withstand all manner |
| Here are just a handful of ideas: | | | | of torture because it's waterproof, fireproof, rip |
| - Encourage involvement with a quiz or checklist. | | | | proof, and stain proof. Enclose a one-inch square |
| Is your offer relevant to your prospect? You can | | | | of the fabric that is attached to a small card with |
| prove that it is by including a simple quiz: "Do you | | | | instructions for testing the fabric. That way, your |
| qualify for our 80% discount on life insurance? | | | | prospect can see firsthand that your product is |
| Take this quiz and find out." Or a checklist: "Here | | | | everything you say it is. |
| are 25 ways our investment course can turn you | | | | - Emphasize exclusivity with a membership card. |
| into a millionaire in 10 years." | | | | People like to belong. If you can structure your |
| - Make your offer tangible with a check or | | | | offer as joining a club or organization, you can |
| coupon. If you're offering $25.00 off, enclose a | | | | send a membership card printed on plastic or |
| coupon or simulated check worth $25.00 and | | | | heavy paper. You can even personalize it, provide |
| instructions for returning it with an order. If you | | | | contact information, and list benefits. This |
| can, offer a real check that provides an instant | | | | transforms a mere transaction into something |
| reward or even activates a service when cashed. | | | | more beneficial and relevant to prospects. |
| A check can be personalized and show through an | | | | - Reinforce your guarantee with a merchandise |
| envelope window. | | | | return label. It's one thing to say a dissatisfied |
| - Dramatize your offer with stamps or stickers. If | | | | customer can return a product. It's another to |
| you have several offers, configurations, or | | | | actually provide a prepaid return label in advance. |
| options, you can print each on a stamp and ask | | | | It shows how confident you are in your product |
| the recipient to affix one to the order form. If | | | | and lowers perceived risk. One way to do this is |
| you have a simple offer you want to highlight, | | | | to combine a label with a lift note that explains |
| you can print it on a sticker that must be lifted | | | | the return process and how there's no risk or |
| and transferred to the order form. Stamps and | | | | obligation for responding. |
| stickers are highly involving and make it clear that | | | | - Announce last-minute news with a buckslip. You |
| some action is required. | | | | don't have to redo a whole package just because |
| - Answer objections or highlight a benefit with a | | | | one small thing changes. Enclose a brightly-colored |
| lift letter. The lift letter is the dean of all inserts. It | | | | slip touting a new feature, a premium, deadline, or |
| is usually a short message signed by someone of | | | | special offer. Of course, there doesn't have to be |
| higher authority than the letter signer. It presents | | | | a change to use this technique. You can use it |
| a second point of view, meets objections, adds | | | | anytime to highlight something or test an offer or |
| credibility, highlights benefits, etc. Often it's folded | | | | premium. |