7 Secrets of Successful Fulfillment Mailings
3. If you're just sending paper, don't enclose a bunch of loose data sheets.
Put them in a special folder with a terrific title and promote that. Or what about creating an exclusive White Paper or Executive Report? Anything but a hodge-podge of random information.
4. Ask for the sale.
When you do your original lead-generation mailing, you're selling the offer, not the product. But when you mail the fulfillment package, you want the prospect to order. Lots of companies miss the boat. They include a two- or three-paragraph kiss-off letter with the fulfillment piece saying "Here's your information. Thanks for your interest," and that's about it. They simply don't give themselves the space they need to do what has to be done, namely: Keep moving the prospect through the sales cycle until the sale is made!
5. Explain what you've enclosed.
The letter is the place to position all the elements of the package and explain what you've included and why it's of interest. Tell them, "here's what I've included for your review" — then provide a short, bulleted list that explains what you've got waiting for them in the envelope. Remember, you should control your readers every step of the way and never leave them free to start rummaging around the package and thinking for themselves. As always, stay in control and tell them just what you want them to look at or do.
6. If you give readers a demo disk (or just about anything else), get them to try it out immediately!
One of the most important things you can do is get prospects to give your demo a look-see while they're still interested — not later on. If a reader puts your disk into the black hole between their monitor and the desk lamp, it may never emerge again! This advice holds true for whatever you've mailed to them. If you send prospects an Executive Report, ask them to read it now. If you enclosed an important White Paper, ask them to review it now.