Boron - Chapter 13

Please, please -- reply
today!

Many lessons in that little block of copy. First of all,
it's not just a guilt inducer, it also develops a strong
selling point: Namely, the selling point of this being a
genuine limited offer that some other lucky person will take
advantage of it you don't. And, the stamped envelope tends
to "credential" that point. (I just made a noise and my
little bunny slipped away.) Here's something else: If you
can get a person who is not going to order to agree,
in his mind, to write and tell you he is not going to, then
you will get more orders.

Can you guess why? Aha, you didn't get this one, did you,
smart alec? No matter. I'll tell you why. You see, what
happens sometimes is that a person who is getting a pen or
pencil and a piece of paper in order to write you and tell
you "No" will sometimes start thinking like this: "Well,
you jerk. I'd kind of like to get in on this deal anyway and
now that I've got the pen and paper I may as well go ahead
and order."

Now, let's switch our discussion to another kind of envelope
where you also pay the postage for your customer. I'm
talking about, of course, the good old standby known as a
BRE or "Business Reply Envelope".

You've seen thousands of BRE's. They look like this:

____________________
Bulk Rate

____________________
Permit #

____________________
6666

If Mailed In U.S. Postage Will Be
Paid By

__________

Nevada Inc.
__________

201 Anywhere Rd.
__________

Las Vegas, NV 20215
__________

__________

__________

Most mailers love BRE's. They have the advantage of making
it easy for the customer to reply plus the advantage of
being much cheaper than a stamped reply envelope.