News
 How
to Craft an Effective Response Device
By Alan Sharpe
Successful direct mail packages contain three
things: an attractive offer, a call to action, and a
response device. The offer is the Incentive. The
call to action is the Imperative. And the response
device is the Instrument.
The most well-known reply device is the business
reply card. But today it could also be a landing
page on a website. To make sure your mailing
generates the kind of response you want and the
kind of sales you want you must have a reply
device that is clear, complete, compelling and
convenient.
Clear
stands out in the package and is easy to find
gives explicit instructions on what prospects must
do to buy the product or service
has sufficient space for handwriting
keeps choices (size, color, options) to a minimum
Complete
repeats the offer and call to action
shows price, tax, shipping charges and the total
if possible
describes payment terms (cash, check, credit
cards, installments, deferred payment)
includes the complete address and phone number of
your organization
contains an unobtrusive key code so you can track
response
describes where your privacy policy can be found
repeats mailing instructions
Compelling
features a strong, customer-focused headline
reiterates the offer in a compelling way
summarizes the main benefits of your product or
service
expresses the price in the lowest terms possible
(Lease for only 75 cents a day.)
includes other selling points, such as paying by
installments and guarantees
Convenient
features the customers name and address
pre-printed on the form
has check-off boxes wherever possible
is postage-paid or features a toll-free number
includes a deferred payment plan (Invoice me
later.)
includes the return address pre-printed
--- Alan Sharpe is president of Sharpe Copy, Inc. (www.sharpecopy.com),
a B2B direct mail copywriting firm.
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