aakh improve response

But, of course, all 26,000 of those who do read our mail do not order.
Some of them who read our letters don't order because they
don't believe what they
are reading. But don't worry, we can fix that. At least, on a
percentage basis, we can fix a lot of it!

And now, we are left with those folks who
don't order because they don't want what we're selling and
I'll accept that.

Or because they don't want to pay our price
and I'll accept that.

Or because they are short of cash and I'll
accept that.

But I won't accept, and neither should you,
not getting orders because my letters were not delivered,
opened or read.

So let's stop sniveling and start curing these
problems. Are you ready? Good. Here then, after another
atrociously long preamble, are 20-ways to improve your
response without changing a word of your copy.

#1

Deliver
your mail to the post office yourself.

Want to try a really instructive split-run
test? Do this: If you mail say, 100,000 pieces per month, send
half of your work to Lettershop A and the other half to
Lettershop B. Tell Lettershop A to proceed as usual and
deliver your mail to the post office and make sure they obtain
and give to you a mailing receipt. Then, have Lettershop B
deliver the mail to you and then you
deliver the mail to another post office and you
get the receipt. Continue doing this every month for a year.
Guess what will happen? Lo and behold, you are going to
discover that, over the course of a year, Lettershop B
dramatically outpulls Lettershop A.

Isn't that curious? Let's press on.

#2

Start
using live stamps on your envelopes instead of using a
postage meter or a printed indicia.

#3

Start
using direct impression addressing (heat transfer, AD
MARK, laser, etc.) instead of labels.