The headline
Here's your chance to say it...make it big and benefit oriented. The respondent should know what your offer is by looking at your headline.
The Visual
Whether it is a photograph or illustration, product or service, a strong visual must work in partnership with the headline to get attention. Sometimes an eye-catching visual can communicate faster than any other element on the card.
The Right Offer
Offers should be soft, "two-step" offers for maximum response. In many cases, a qualifier may be appropriate, such as asking the recipient to place a stamp on the reply card, to ensure high level of interest and decrease the number of unqualified responses.
Offers for FREE CATALOGS, FREE INFORMATION, FREE SAMPLES or FREE TRIALS are recommended. This creates the second opportunity for contact when the item or information promises in your offer is sent.
Copy that Sells
Wimpy copy does not make it in Card Pac creative. Get to the point quickly. Keep the features and benefits together. Space is a premium. Make sure your copy delivers, every inch of the way.
Ask for the Order
Tell the respondent what you want them to do. Be specific and through. Use graphic aids where possible; a picture of a phone next to your toll-fee number will help to improve your response rate, Include your fax number and web address to increase the response rate.
Close the Sale
Provide ample space for your reader to fill in name, address, telephone, company name, and job title if appropriate. Explain the offer, If there's a payment plan, give the details. But most important, focus on what you want the reader to do next!
Make it Easy to Mail
Some companies prefer using postage-paid Business Reply Mail rather than risking the loss of a sale because of a lack of a stamp. Statistics prove that postage-paid generate a higher response. For others, the goal is to qualify the respondents by using a Place Stamp Here approach.
