Direct
Marketing Tips from the Pros
 Here’s
an interesting tip – if your mail looks “hurried” or
“breathless” – it will generate a better response.
According to Nat G. Bodian’s book, Direct Marketing
Rules of Thumb, a more polished looking mail piece
will look too perfect – and might scare off people
from actually opening up your mail.
“Direct mail that must bring immediate orders should
look a bit hurried and breathless and have some of
the time pressure of a newspaper.” So advised Paul
Bringe, a direct mail consultant, in the September
1979 U.S. Postal bulletin. He pointed out that a
highly polished or too carefully structured sales
package gives the impression that someone struggled
long hours to get an order, and this is likely to
arouse suspicions.”
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