aakh improve response

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.

#11

Print
your order card on yellow stock instead of whatever
other color you are now using. The reason? Simple -
yellow and black is the easiest-to-read color
combination when it comes to print. This is especially
important on order cards since many of them contain
relatively small type.