Boron - Chapter 13

201 Anywhere Rd.
__________

Las Vegas, NV 20215
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__________

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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.

The reason they are cheaper is that you only pay the postage
(and BRE fee) for those envelopes that are actually mailed
back to you.

However, they also have some disadvantages. Like these:

They slow up your mail. The post office has to tabulate
how many BRE's you get each day so they'll know how much you
owe. This will hold up your mail (and your cash flow!) for
at least one extra day. Maybe more.

They telegraph that yours is not, in fact, a real
personal letter. You know, sooner or later, you've got to
let your potential customers know that you want him to buy
something. However, if you let him know immediately quite
often he won't even give you a hearing. And, in truth, this
is a disservice to him. Because, quite often, after he reads
your info he will discover that what you have to offer has
genuine value to him.

So try to strategize your mailings so that he at least reads
your letter before he makes a decision.

You can't do good guilt with a BRE. SRE's are much better
for this purpose.

And now, let's talk about yet another type of reply
envelope. I call it the PSH envelope. PSH stands for "Place
Stamp Here". They look like this:

____________________
Place

____________________ Stamp

____________________
Here

Nevada Inc.

201 Anywhere Rd.

Las Vegas, NV 20215

This is the most economical reply envelope of all. That's
because (obviously) the customer pays the postage. Let's
talk about this envelope: First of all, it's not as
convenient for the customer so you will lose some orders
because of that. On the other hand, this envelope is more
personal so you will gain some orders because of that.