aakh improve response

From your lettershop.

From your post office.

From your customer.

It's all a matter of respect. Did you know
that the post office is about to bar the use of those fake
Federal Express type envelopes because those envelopes have
been fooling postal employees?
True. Those envelopes (even when mailed bulk rate) get a very
prompt delivery and sometimes the postman even asks his
customers to sign for
them. And, did you know that first class mail (or mail that
looks like first class) even gets more respect (and less
trashing) from your lettershop?

Enough about envelopes. Let's talk about your
sales letter.

#7

Re-type
it and use wider margins and more subheads. Also, make
certain things stand out by showcasing them in bold,
like I'm doing in this
letter.

Do all this to provide "eye relief."
To make your sales message more inviting and less formidable
when your prospect first sees
your letter.

#8

Throw
away your brochure or hide it in a plain white
envelope so your prospect doesn't see it as soon as he
opens your envelope. Ditto with your order coupons.

You already know why; it's to avoid the
"Oh Yuck!" reaction.

#9

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

Did you know that the longer the customer has
to request a refund the less likely he is to do so? Yea,
verily, it is true. You see, if you offer a 10-day guarantee
your customers will be very conscious of it and the refund
deadline will be in the forefront of their beady little minds.

No good. Give 'em time to forget about getting
a refund. Give 'em a year.

By the way, the longer the guarantee period,
the higher your response rate will be too.

#10

Put
a photo of the author of your letters on your
letterhead. For some reason this usually increases
response. I think it does so because it tends to
"personalize" your letter and, also, I think
people like to have a mental picture of the person
with whom they are dealing.