The first article in this series focused on Direct Mail and Mail Order with emphasis on classified and print ads and on mailing lists. This segment considers the value of the stationary that you use to sell your message to potential customer.
Almost everyday I get offers in the mail that to put it mildly, look like crap. A poorly prepared letter of offer is copied from the original and stuffed in an envelope. There is no value in such an offer. I chuck them in the waste basket.
There are two ways to get orders from the mail. One is to solicit enquires and the other is to solicit orders. I would like to discuss the use of letters, brochures, and postcards in relation to direct mail.
Postcards
To mail a post card you have the advantage of lower mailing cost. The cost is about half the cost of mailing a 4-page insert in an envelope.
There is another advantage. People can’t help reading a post card. Where they might just toss an envelope into the garbage can, they can’t resist reading your card.
The purpose of the card is to offer information to the reader. There might be a telephone number they can call or a website they can visit. They can return the card, which already has their address on it, for more information.
You can cut out some of the rift raff that return cards for the fun of it, but never buy anything, by asking for a buck or two to cover shipping and handling of your offer.
Cards can be colorful and part of your message can be placed on both sides of the card. You might want to talk to your postmaster to see where they might paste or print a barcode strip that might interfere with your message.
The Internet is full of postcard printers. You can buy a bunch of cards of high quality for a low price.
Cards can also be included in the mailings of card mailers. These characters place a zillion cards in a packet and send the packet to very large audiences.
I notice that some card mailers ask for an order. The only limitation is the space allowed by the card.
One error I see is that the print on a postcard is so small you can’t read it. Don’t make that mistake. Make sure your card looks like a professional did it even if you design it yourself. No clutter or unneeded graphics. Remember, it’s the information that counts.
Letter Stationary
You can put four sheets in a Number 10 or 6 X 9 inch envelope and it will weigh less than the one ounce allowed by the post office for one First Class stamp. You can print on both sides of the sheets so you get 8 sheets for your money.
Some like to send a one-page letter, a brochure, a return envelope, and an order form. That is the standard for professionals.
For a kitchen-table operator I suggest a one-page letter, a sheet that says Answers to Frequently Asked Questions, an order form on one of the sheets or on a card, a return envelope or extra pages of text describing the offer.
Testing can help you make decisions in this area.
Try different packages.
Color can be important. It’s a good idea to have the order form on a colored sheet so that your potential customer can easily find it.
I’m currently sending out a packet in a 6 X 9 inch brown envelope that has a letter printed on only one side, a colored sheet with the order form and FAQs on the back, and two pages describing further the offer. One of those is colored ink.
On the outside of your envelope you should have your return address and also a brief message about a benefit they will find inside. This information can be printed on the envelope or you can buy stamps to stamp the information on the envelopes. You might start with hand stamping and then have a printer do this function on future orders.
Just remember that to be successful; your printing must look professional. No matter how your message reads, it will not sell if you don’t have the professional look.
John T. Jones, Ph.D. (tjbooks@hotmail.com, a retired VP of R&D for Lenox China, is author of detective & western novels, nonfiction (business, scientific, engineering, humor), poetry, etc. Former editor of Ceramic Industry Magazine. He is Executive Representative of IWS sellers of Tyler Hicks wealth-success books and kits. He also sells TopFlight flagpoles. He calls himself "Taylor Jones, the hack writer."
More info: http://www.tjbooks.com
Business web site: http://www.aaaflagpoles.com
