Just ask.
This is a case study of testing copy and minimalism.
When I worked at Suarez Corporation Industries, one of the tests I conducted was a "just ask" campaign.
I called people who had received a promotion for a pair of earrings. Here is the script:
" Hi Mrs. Johnson. This is Jay Alexander with Lindenwold Jewelry and we recently sent you a letter describing our new Queen's Diamond Earrings, how many pairs would you like to order and do we need to mail them to different addresses?"
What do you think happened? Any buyers?
The one thing about my SCI experience was I've not been involved with another company which spent so much time and money on testing. Ben Suarez is a known testing fanatic.
On the other hand, when they increased a direct mail piece from 4 pages to 6 pages, it increased response remarkably. It was for a martial arts book, Hikuta.
TESTING is important, sometimes, the more you tell the more you sell and other times, you just have to ASK.
gjabiz
PS. Once SCI established a control, every element was tested against, as long as the life cycle of the product warranted it.
When I worked at Suarez Corporation Industries, one of the tests I conducted was a "just ask" campaign.
I called people who had received a promotion for a pair of earrings. Here is the script:
" Hi Mrs. Johnson. This is Jay Alexander with Lindenwold Jewelry and we recently sent you a letter describing our new Queen's Diamond Earrings, how many pairs would you like to order and do we need to mail them to different addresses?"
What do you think happened? Any buyers?
The one thing about my SCI experience was I've not been involved with another company which spent so much time and money on testing. Ben Suarez is a known testing fanatic.
On the other hand, when they increased a direct mail piece from 4 pages to 6 pages, it increased response remarkably. It was for a martial arts book, Hikuta.
TESTING is important, sometimes, the more you tell the more you sell and other times, you just have to ASK.
gjabiz
PS. Once SCI established a control, every element was tested against, as long as the life cycle of the product warranted it.