aakh improve response

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.

#12

Call
Bill Royal (804-648-4168) and tell him you are one of
my subscribers and ask him to send you samples of the
new envelopes he has designed. He's the guy who
originally designed those envelopes the post office
wants to outlaw and he's come up with some new ones
that are real "high impact" beauties. By the
way, remind him of those young girls he promised to
fix me up with if I got him any new business.

#13

Put
your phone number in the body copy of all your letters
and invite your customers to call you if they have any
questions.

This makes the prospects feel like it is safe to order. Like they can "reach out and touch you" if
necessary. And, of course, the safer they feel, the more
likely they are to order.

By the way do
not use an 800 number for this purpose, use your
"real" number.

And while I'm at it...

#14

Stop
using an 800 service and starting taking your call-in
orders yourself.

Listen: If you do this and you do it right and
if you write a little "script" that teaches your
employees how to "bump up" call-in orders, your
gross will immediately
jump 20% and your net by 40% or so.