7 Secrets of Successful Fulfillment Mailings
7. Include a well-thought-through Business Reply Card.
If you want them to order on the spot, spend time creating an order card that works. This important item shouldn't be an afterthought. Here are some BRC pointers to remember:
- Make sure you state the offer clearly. A lot of prospects avoid the sales letter altogether and go straight to the BRC.
- Make the math easy to do. Your customers should not have to add up a bunch of numbers (cost of goods, shipping & handling, tax, etc.); be sure your art director has made life easy for them.
- Write with energy and personality (the way you always should!) When you're writing selling copy, you always have to keep the energy level up and the benefits in the reader's face.
- Always stress that the offer is risk-free. Restate the guarantee right on the BRC- - in the copy or in a separate guarantee box. Or, you can do both.
- Punch up the 800-number. Say, "For faster action call 800-123-1234" right there on the reply card.
- Use visuals to spur action and guide the reader. A well-placed red arrow can point the way to key chunks of copy and increase order rates.
- Give your BRC an appropriate title. I don't like calling a BRC an "Order Form" or "Order Card." Try "Action Card," or give it a special name like "Preferred Customer Upgrade Card."
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman's Fund, Intel and Microsoft. Levison writes direct mail, emails and Web copy. For a free subscription to his monthly email newsletter for marketers, and a free copy of his report, "101 Ways to Double Your Response Rates!", visit www.levison.com.