Writing and Speaking > Copywriting > Persuading People to Buy – Copywriting Questions Answered for a Business Owner – Part 6
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Article rating : 0.00, 0 votes. Author : Carol Bentley
In a recent consultation a client, who is a business owner, asked questions about writing compelling letters and adverts.
In this last article he wanted to know if how he collated his mail package would make any difference to the response he gets…
QuestionYou emphasise that even with a great letter and response form you could still ‘shoot yourself in the foot’ if your mail out package is not right. What do you advise should go into a mailer, how should it be collated and why?
Answer
This is the minimum that's proven to be really effective in a mailing package, although you must remember everything should be tested.. It should contain 5 or 6 pieces:
1 - The main letter describing the offer
2 - A lift letter. From a 3rd party endorsing or recommending the product or service in the offer. This could be a satisfied customer or a professional in your industry or a business colleague recommending you to their clients.
3 - A well-designed response form. Use the right quality of paper to match the offer being made. Even if the offer is a 'free' report or booklet, the quality of the paper will 'position' your service or product in the recipient's mind – "Is this a valuable offer; is it worth spending my time responding?"
4 - A Business Reply Envelope / freepost address/ other mechanism for easy response – e.g. faxback number
or freephone number your prospect can call.
5) A descriptive leaflet – (optional). Make sure it contains information that is reader focused – not just text saying how wonderful your product and company is.
6 - The envelope you send the mailer out in.
If your lift letter has the contact details mail-merged onto it that faces the front of the envelope in a window envelope.
Your main letter faces out at the back, with your response form, leaflet and envelope following and facing in the same direction. Doing it this way means your recipient sees the headline if they pull the letter out with the back facing them, or the lift letter if they pull it out with the front facing them.
If you have a powerful response form it is worth testing having that facing the back with your main offer letter following the lift letter.
©2005 Original Work by Carol Bentley
Do you have a Question you want answered? Visit http://www.CarolBentley.com and Click on Got a Question?. I'll send you an answer and might include your Q&A in a future article.
Carol Bentley; author of 'I Want to Buy Your Product... Have You Sent Me a Letter Yet? (How to create powerful sales letters, advertisements, flyers, brochures, web pages and newsletters that persuade hundreds, or even thousands, of additional customers and clients to buy from you!)***** Rated 5-star on Amazon.co.uk by 7 reviewers.
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