aakh improve response

I am now about to keep that promise.

First of all, my ideas on increasing your
direct mail response without changing the verbiage of your
sales efforts are based on four main concepts.

#1

Nobody
will respond to your mail unless they read
your mail.

#2

Nobody
will read your mail unless they open
your mail.

#3

Nobody
will open your mail unless the post office delivers
your mail.

#4

The
post office will not deliver your mail unless your
mail is delivered to
the post office.

What's that? You say all this is obvious? You
say your mail is already being delivered to
the post office and being delivered by
the post office and being opened and read by all your
prospects? You say you've got all this elementary stuff
covered?

Surely you jest.

Let me tell you what in
reality is happening to a lot of your mail. First, all the
mail you are paying to have printed and assembled is not
always being delivered to the post office by your lettershop.
Why? The answer is simple. You see, it is much more profitable
for your lettershop to assemble only 90% of your mail than it
is to assemble 100% of your mail.

Of course, you don't believe this is
happening, do you? I mean, after all, your lettershop gets a
receipt from the post office for the number of pieces of mail
it delivers to the loading dock, doesn't it? And that receipt
is given to you, isn't it?