How do you get your audience to respond to your direct mail?

Noted direct marketer and copywriter Jim McCraigh offers some advice on how to write up stronger guarantees in order to bolster response.

“Experiment with different versions to help increase sales beyond what they would be without them. If your guarantee is for 30 days, try strengthening it to 60, 90 or even 365 days or more. Strengthen the language, slanting it in favor of the reader. Assure them it will be easy to make a return if necessary. If you want to get even more outrageous, you can do what some marketers have done – offer a refund in excess of the purchase price if the purchaser is unhappy and returns the product.”