Answers to the Big Design Questions
This is why the order card is so important ... do the math for them, fill in their name and address. Ask for as little info as possible. Use check boxes for choices. Easy, Easy, Easy.
Pay no money now is also a wonderful tool ... just keep in mind you may increase your delinquent pays, but we've found it will be far out weighed by the increase in response.
Can you talk a little bit more about getting prospects into the envelope vs. making an actual sale?
Fultz: Think like a storefront. Intrigue them, bribe them, give them a freemium (and show it through a window).
Make a statement that now one would ever do ... maybe something like ..."This offer is not for you! Or 98% of the rest of the population!" Now obviously you need to build this around a concept ... it could be a product that only 2 percent of the population needs.
I'd try the following items simply to make my package stand out in the mail as a starting point:
- Odd size envelope: Still staying within postal regulations, make the OE taller, longer or just plain different from a #10 or 6" x 9".
- Color, texture and/or weight: Make the envelop stand out using an overall unique color ... can you make it day-glow? Again, you need to work with the concept. Use texture by printing a spot varnish to create extreme textural difference. Emboss a pattern in an OE. Or, even just print a texture. This can be done when converting an OE. Paper weight is easy -make it very light or very heavy or choose a stock made from brown kraft paper.
- Odd windows sizes and/or shapes: Again, a relatively inexpensive method of making the OE different.
I need to get them involved in the piece ... to stop and pay attention longer than three seconds: "To stop and look at the store window."