Boron - Chapter 13

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.

(Guess what,
Bondy? I think a solution to your mom's money
problems just popped into my mind!)

Now, of course, this envelope isn't as personal as an SRE
but it is more than a regular BRE. It is, as I have pointed
out, cheaper than both.

What it is, then, is cheaper than a SRE and more personal
than a BRE and, in my judgment, this is the best envelope
for most mailers to use.

More mailers should test PSH envelopes and carefully analyze
the results. Many of them are going to be surprised.