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By George Duncan

There are certain devices you can use in your promotional mailings and advertising which have a direct bearing on your rate of response and the quality of the responses:

GENERATING LEADS

For a lower overall response but with a higher quality:
1. Reveal the product and pricing.
2. Refer to a salesperson's visit.
3. No interim step, such as a report.
4. Charge for a report or demonstration.
5. Require a person's signature and/or title.
6. Have people respond by phone only.
7. Have people make a toll call to respond.
8. Require a written request on a company letterhead.
9. Require a completed questionnaire.
10. Follow up with a phone call.

For a higher overall response but a lower quality:
1. Omit product and pricing information.
2. Make no reference to a salesperson.
3. Offer a special report as an interim step.
4. Give the report or demo for free.
5. Omit qualifiers such as title or signature.
6. Give the respondent any number of easy ways to respond.
7. Use a toll-free number.
8. Supply a pre-addressed order form.
9. Do not require any additional information.
10. Do not make a follow up phone call.

GENERATING ORDERS

For a lower overall response but with a higher quality:
1. Require cash with order.
2. Add shipping and handling charges.
3. Do not give an examination or trial period.
4. Do not state a guarantee.
5. Personalize your letter.
6. Do not enclose a brochure.
7. Do not enclose an order form.
8. Provide a courtesy envelope without stamp.
9. Do not enclose a premium.

For a higher overall response but a lower quality:
1. Bill customer and/or accept credit cards.
2. Do not charge extra for credit cards.
3. Give a 30-day free examination or trial, if requested.
4. Emphasize a money-back guarantee.
5. Do not personalize your letter.
6. Enclose a large, full-color brochure.
7. Enclose an order card/form.
8. Enclose a business reply envelope, no postage required.
9. Give a premium or discount with purchase.

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