Two Birds With One Stone
Many of the collectibles mailings received in the Who's Mailing What! Archive feature bill-me offerstypically, because the product price is more than $50 and the audience prefers to pay in installments on high-ticket items.
But you can sell collectibles via a hard offer, as demonstrated by this 6" x 9" envelope package from Hamilton Authenticated, a sister company of Bradford Exchange. The offer is for a scale replica of a 1947 Studebaker with a fishing motif. The die-cast truck is talked up in a two-page letter and a four-color brochurestandard fare for a collectibles offer.
Where Hamilton Authenticated scores extra points on this mailing is with the order form, which is definitely one of the elements that deserves your creative team's attention. In this instance, Hamilton ratchets up the potential for an extra order by setting up the price, shipping and handling, totals and installment amounts for the purchase of both one and two trucks.
While it's a little strange that an installment amount is listed at all, since the full amount save tax is payable with order, its presence doesn't jam up the order process. No, that happens when prospects try to determine if they should calculate sales tax and add it to the total. If any of them read the small type at the bottom of the form, they will learn that sales tax for IL residents will be billed later.
Still, what makes the double-sale chart on the order form a truly great idea is that it doesn't cost anything. It's just black type, which means Hamilton Authenticated easily could test this offer variable against a similar bill-me version. And, one of the big issues with some multi-item offers is that the shipping and handling charges are written out, rather than in easy-to-understand charts.
Since this offer is for a collectible item that someone might give as a giftespecially considering that we received this effort in the November mail streamit's likely that multi-item orders could happen. While Hamilton Authenticated never suggested such an occurrence in the letter or brochure, it uses the order form to facilitate the impulse buy. A very simple idea that can pay off big.