Gary Halbert - Halbertism 25

5. Stop using "teaser"
copy on your carrier envelopes.

6. Print "RUSH" in red
on your envelopes.

7. Use wider margins
and subheads...and... make certain points in bold type throughout your letter.

8. Throw away or hide
your brochure.

9. Change your 10 or
30 or 60-day guarantee to a full 1-year guarantee.

10. Put a photo of the
letter writer on the letterhead.

11. Print your order
coupon on yellow stock paper.

12. Use those "fake"
FedEx and Express Mail envelopes.

13. Put your phone
number in the body copy of all your letters.

14. Stop using an
800 service.

15. Mail First-Class.

16. Keep a daily log of
nixies. (Nixies are the returned bad addresses.)

17. Rent more expensive
lists.

18. Always test
First-Class.

19. "Double team"
everything.

20. Use multiple
Post Offices.

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