3. Be honest, open and transparent
You can tease, but don't mislead. The offer must be made clear, and it shouldn't try to trick prospects into responding with false hope. For Dish Magazine, the Picks designed a high-end self-mailer to resemble a menu personalized for each prospect's very own home ("Bistro on [prospect's street]"; "Chef [prospect's name]"). The Picks' effort, to a list of customers who'd twice rejected earlier subscription offers, increased response by 317 percent.