Direct Mail Response Devices and How to Craft Them

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, instalments, 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-focussed 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 instalments and guarantees
Tip! Accept Checks and Credit Cards: Cash is obviously preferred, but checks are easy to accept. In all my years of going to craft shows I've never been cheated by someone bouncing checks.

Convenient

* features the customer's 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 is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.