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Response card for mailings?

by splitTest
7 replies
I'm soliciting prospective copywriting and publicity clients via good old fashioned direct mail...

I'm thinking I might get a better response if the mailing includes a postage-paid response card that allows them to tick off the services they're interested in & write in a good time for me to call ... rather than ask them to contact me via phone, web form or email.

The postage-paid card would make my mailing more expensive, but also makes it really easy for prospects to respond while it's "top of the mind" -- just check off what kind of work they need & drop the card in the mail... (Of course I'll include all my contact info in the sales letter too... And I plan to do a follow-up call to introduce myself, whether they respond by mail or not...)

What do you think of this idea? Decent strategy? ...Or a waste of funds?

I know there's a school of thought that suggests there's something to gain by making prospective clients "jump through hoops" to book... Anyone a student of that? I mean, when you're selling any other product or service, it's copywriting 101 to make it "easy to order"... Could selling writing services be that much different?

Thoughts appreciated. Thanks!
#clients #copywriters #easier #make #respond #worth
  • Profile picture of the author ewenmack
    You can make it more cost effective by
    sharing a bigger postcard with other biz owners who would like to reach the same
    audience as you.

    Say get 2 others, get them to pay for the cost of the mailing.

    It's still cheaper than if they went alone.

    Your big postcard also stands out in the pile of mail.

    If you are in the USA, then getting a return postage permit from your local post office is about $200 per year.

    Best,
    Doctor E. Vile
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  • Profile picture of the author Steve The Copywriter
    Despite me being a Postcard fanatic.

    I wouldn't use it for a "response card" on it's own for copywriting, marketing etc, etc.

    It should be very emotive copy on the card to drive up the response.

    And the business owners probably don't want the world to see that they do need help.

    You could of course give them an envelope to put the card in.


    Steve


    P.S. The good Doctor may have a " reduce the cost" point in "sharing" your treasured response mechanism.

    But I wouldn't.

    After extensive testing for over 28 years I can confirm that my esteemed research shows that Postcards are one of, if not THEY most cost effective advertising mediums ever invented.

    There is some evidence that indicates it was the first advertising medium ever invented (maybe second to a scroll and ink).

    And they've been used as response devices (which to all intents and purposes is still an "advertising medium") for decades and decades.

    Anyway the copy has...

    Got to be all about you.

    And how pissed off would you be if they tick the "other business" boxes and not yours?
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    • Profile picture of the author splitTest
      Re-reading my original post, I see I didn't make it clear that I would be mailing a sales letter, and the post-paid card (self-addressed) would be just a response device.

      I'm wondering if you think the card might boost response -- allowing prospects to just tick off the service they want and drop the card in the mail to me. I would then follow up with a phone call at the time & date they've specified on the card.

      As I understand it, most copywriters just ask prospective clients to call, email or fill out a web form. I'll include phone, email and web info in the sales letter as well, but...

      I'm thinking those contact methods are a bit of an imposition and discourage immediate action, while the card -- something they can just put in their "out box" -- encourages a "top of the mind" response.

      I was wondering what you guys think of this strategy for soliciting copywriting clients.

      Sorry for the garbled original post (been a little stressed lately! )
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      • Profile picture of the author ewenmack
        Originally Posted by splitTest View Post

        I was wondering what you guys think of this strategy for soliciting copywriting clients.
        Always think about what will get the best reception
        when they see what you are offering.

        For most businesses that aren't in new technology,
        leading in with ad writing as how that can increase response rates
        doesn't get a good reception.

        Leading in with you have a list of buyers of whatever they sell,
        now you have their attention.

        Next, you let your reader know that he doesn't have to lick a stamp
        or go down to the Post Office because you can take care of the
        printing and mailing of their existing ad.

        And slip in BTW, if he wants to stop price shoppers,
        then let you know, because you've done it.

        Let's look what we have done here.

        The BIG principle is to start with what they are already doing.

        It's the CONSISTENCY principle.
        [See the book Influence]

        Buyers of whatever your reader sells, is his life,
        so they want more of that.

        They don't have to think about it.
        It's a automatic response.

        If you have a sports car, you'd want a faster one.

        If you've been with a hot woman once, you'd want to be with her more.

        Next we bring up a possible objection and say there's none of the
        nasty stuff.

        Add more good stuff that you do.

        Then finish off with a "oh BTW",
        you can remove a daily frustration,
        in this case, price shoppers.

        It just so happens your ad writing skills stop price shopping.
        But you don't mention ad writing as a service because your reader
        isn't interested in that, just a specific relief from a daily annoyance,
        in this case, price shoppers.

        2 things used, greed and move away from pain.

        There you go, how to get a better reception.

        Best,
        Doctor E. Vile
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        • Profile picture of the author splitTest
          Originally Posted by ewenmack View Post

          Always think about what will get the best reception
          when they see what you are offering.

          For most businesses that aren't in new technology,
          leading in with ad writing as how that can increase response rates
          doesn't get a good reception.

          Leading in with you have a list of buyers of whatever they sell,
          now you have their attention.

          Next, you let your reader know that he doesn't have to lick a stamp
          or go down to the post office because you can take care of the
          printing and mailing of their existing ad.

          And slip in BTW, if he wants to stop price shoppers,
          then let him know because you've done it.

          Let's look what we have done here.

          The BIG principle is to start with what they are already doing.

          It's the CONSISTENCY principle.
          [See the book Influence]

          Buyers of whatever your reader sells, is his life,
          so they want more of that.

          They don't have to think about it.
          It's a automatic response.

          If you have a sports car, you'd want a faster one.

          If you've been with a hot woman once, you'd want to be with her more.

          Next we bring up a possible objection and say there's none of the
          nasty stuff.

          Add more good stuff that you do.

          Then finish off with a "oh BTW",
          you can remove a daily frustration,
          in this case, price shoppers.

          It just so happens your ad writing skills stop price shopping.
          But you don't mention ad writing as a service because your reader
          isn't interested in that, just a specific relief from a daily annoyance,
          in this case, price shoppers.

          2 things used, greed and move away from pain.

          There you go, how to get a better reception.

          Best,
          Doctor E. Vile
          Good stuff, Dr. Vile. Downright insidious...

          Printed, & now in my files for reference ...
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          • Profile picture of the author ewenmack
            Originally Posted by splitTest View Post

            Good stuff, Dr. Vile. Downright insidious...

            Printed, & now in my files for reference ...
            Now you can see why some call me Dr Evil.

            Best,
            Dr Evil
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  • Profile picture of the author Steve The Copywriter
    It's Ok, I did understand the original post.

    Shame to make the response card a bit generic (tick here, here and/or here).

    When you can write a few compelling sentences on it.

    Remind them about the "pain" they are in.

    The "pleasure" they'll gain.

    And how your services can achieve this.

    Why bother doing it? (can't they just pick up the phone, fire off an email or tick the damned boxes and just send it?).

    They might not.

    Because by the time they get to the response card - they will have forgotten most of what you said in the main sales piece or it's impact will have lessened.

    Or what if they only look at the response card and not the "pitch?"

    And if the copy on the card triggers the emotions (which does bump the response) I would give them an envelope to put the card in.

    This keeps everything "private" which most clients prefer.


    Steve
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