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  • Suggest You - Direct Mail Response Devices and How to Craft Them

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    generates the kind of response you want—and the kind of sales you want—you must have a reply
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    Successful direct mail packages contain three things: an attractive offer, a call to action, and a response device. The offer is the Incentive. The call to action is the Imperative. And the response device is the Instrument.

    The most well-known reply device is the business reply card. But today it could also be a landing page on a website. To make sure your mailing generates the kind of response you want—and the kind of sales you want—you must have a reply d

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    and a response device. The offer is the Incentive. The call to action is the Imperative. And the response device is the Instrument.

    The most well-known reply device is the business reply card. But today it could also be a landing page on a website. To make sure your mailing generates the kind of response you want—and the kind of sales you want—you must have a reply

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    he response device is the Instrument.

    The most well-known reply device is the business reply card. But today it could also be a landing page on a website. To make sure your mailing generates the kind of response you want—and the kind of sales you want—you must have a reply

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    reply card. But today it could also be a landing page on a website. To make sure your mailing generates the kind of response you want—and the kind of sales you want—you must have a reply
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    generates the kind of response you want—and the kind of sales you want—you must have a reply device that is clear, complete, compelling and convenient.

    Clear

    * stands out in the package and is easy to find
    * gives explicit instructions on what prospects must do to buy the product or service
    * has sufficient space for handwriting
    * keeps choices (size, color, options) to a minimum

    Complete

    * repeats the offer and call

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