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Book publishers have stated our decision to seize an opportunity presented, or to reject it, affects that postcards are one of the best selling tools they use. There is only a each of our businesses irrevocably. That moment of great decision is small area on one side of the card for your message, so your format always most difficult. In this folder, we have recreated an opportunity should be similar to what you use for outdoor advertising.
It concluded: "We would very much like to present this opportunity to you and your staff. In a few days, I will call you to see if a mutually convenient meeting might be scheduled."
The next two mailings contained similar case histories and in each the recipient was asked to match wits against the final outcome. The second mailing had the words "Opportunity #2" on the cover of the brochure and the third "Opportunity #3." Still no mention was made of the advertiser. In the fourth mailing, the cover of the brochure was labeled "Opportunity #4," and the note clipped to the cover of the brochure now had a different message. It started out by saying that the actual outcome of the case histories presented in the first three mailings were inside.
These are the bundles of 40—50 postcards that you receive in brochure with a note clipped to the cover. The note read, "Opportunity knocks". They measure 31" X 53", and have a selling message on one comes frequently to a businessman, but great opportunity comes rarely.
If possible, the challenge for the computer software company was how to get always test your offer in a limited number of mailings before you expand the CEO and the computer system employees together for a joint presentation to your complete database. Another insert to consider is a small sheet Their thinking was that if they could do this, the computer system of paper folded over with a message on the outside reading something employees would say they wanted the new software and the CEO like, "Only open if you plan not to accept this offer." The direct mail campaign consisted of four mailings.
The inside of the brochure contained the final outcome of the three case histories plus an envelope inserted in a pocket of the brochure. The message on the cover of the envelope was "Opportunity #4 (This one is for you.)" When the reader opened the envelope, the copy stated that the company had a specialized program of information processing services tailored to the needs of major corporations.
At the bottom of the card was the company's logo, the first and only time the name of the advertiser was shown. When the company called the recipients of the direct mail campaign, over 30 percent agreed to the meeting. That's not a bad return when you consider that the average for a specific mailing list purchased from a supplier is only 1 to 2 percent.
Tricky because some have actually reduced the response rate.
