A two-time purchaser is twice as likely to buy as a first-time customer.
A credit or bill-me-later offer will improve results by 50% or more.
Token or sticker involvement devices always boost response.
Magazines linked to membership affiliations—like the National Geographic and the Smithsonian—renew better than plain subscriptions by 10% or more.
You cannot sell two things at once.
Offering installment payments for items costing more than $15 will boost response 15%.
Dollar for dollar, premiums make better incentives than cash discounts.
A “Yes-No” option will increase orders.
Long copy works better than short copy.
Personalized letters pull better from customer lists than from “cold” lists.
Folders and letters should stand alone— each including all information about your offer.
Subscriptions sold at half-price for eight or more months will convert just as strongly as subscriptions sold for a full year at full price.
A reduced-price offer to a house list will more than pay its way.
Beginning with the second week’s orders, you can assume that you will receive as many more orders as you have received in the past week.
A follow-up mailing two weeks after your first mailing will pull 50% of the orders generated by the original mailing.
When you offer both cash and credit options, you will depress net response.
Subscription offers including two optional terms (i.e., eight or 16 months) will pull more money, but 10% fewer orders.
In selling subscriptions, a “soft” offer (“Try a complimentary copy at our risk”) pulls better than a hard offer (cash with order or “Bill me later”).
“FREE” is the magic word in direct mail.
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