In the classic direct mail package, the response device the thing the prospect is asked to return, be it fax form, response card or application within a business reply envelope is often the neglected element. While it may not have the immediate impact of the envelope teaser nor the persuading power of the letter and/or brochure, the response device matters: Its your last chance to sell. True, theres not much space after you create room for the customers contact information and (when appropriate) credit card information. But there are a few things you can do to give the response device more power. Give it a meaningful name. Too often, the response device is literally called the Response Form or something similar. Why not give it a name that reinforces your brand or reminds prospects of an important benefit or feature? Perhaps you should refer to it as the 30-Day Weight Loss Initiation Form or the First Step to Financial Health Application. Give prospects the option to say no or maybe. It sounds crazy to give prospects a no option to check off (after all, if they dont want anything, why would they return the card at all?), but test after test shows that adding the negative option actually increases positive responses. Give them a reason to say yes. Beside the appropriate checkbox, define the meaning of yes by articulating what customers will get when they choose it. For example: YES, I want a slimmer, healthier me in just 30 days. Send me the 30-Day Weight Loss Kit and the first 30 delicious VitaFix Strength Supplements immediately! Give them a maybe that keeps them in the loop. Some people may not be ready to commit, yet may be hot prospects in the future. Give them an intermediate offer that keeps them within your reach. Example: Maybe. Im not ready to lose weight with your program, but I want more information. Please send me your FREE newsletter, Weight Loss Update. Give them a no that makes them question their own sanity. Heres the key write the no option in such a way that it reminds prospects of all the good things theyre missing by not accepting your offer: No. I dont want to join the thousands of healthier, happier people whove collectively lost millions of pounds in just 30 days without back-breaking exercise or starvation diets. Give them a response device even though you have a functioning website. Some people dont have web access, dont have high-speed access or simply dont like the web. And why make people go to their computers if they have the info they need right in their hands? Use a response device and apply my suggestions to turn it to your advantage. |
