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We all want our direct mail
promotions and catalogs to produce new names for our future
mailings, so we use variations on the familiar referral name or
"get a friend" theme. We can do so much more.
Suppose you've used a
compiled list of names at business addresses. Many of those names
are outdated due to job reassignments or function shuffling. In
other cases, you have job functions or titles on the labels, but no
names.
What to do?
Often overlooked is the
space within the mailing box, but to the left of the mailing label.
Here are some copy concepts you can consider using in that space to
try to get new names:
-
Ask
the recipient to return this section with proper spelling of
correct names and titles. Sure!...You can do this with a
rented list. Any responses you get are your own for future use
as desired.
-
Promote
a special deal, special prize or special event as an incentive
to supply the fresh names.
-
Honestly
admit you're using an outside list and would appreciate the
proper names so you can be of greater assistance.
-
Indicate
that the prospect company's "subscription" to the
catalog is running out and you'll renew it without charge if
the proper names and titles are supplied.
-
Tell
the recipient your computer lost the name of the executive who
requested the catalog, so you need an update.
-
Ask
for additional names and titles at the prospect company,
indicating that a personalized gift will be sent to each new
person with a card from the executive who supplies the names.
-
Direct
the recipient to your referral name card inside.
-
Indicate
you can't send a bonus item from a previous promotion without
the right name and title. You're holding and will send it when
the mailing section is received with corrections.
-
Ask
the recipient to immediately move the peel-off label to your
order form and mark corrections on it.
And, of course, you can
combine several of these techniques with relatively short copy,
perhaps like this:
TWO
FREE GIFTS FOR YOU,
IF
YOU ACT QUICKLY...
Your bonus gift from
our last catalog is ready to be shipped now, and you are
entitled to a personalized notepad this month.
Both gifts are
yours at no charge, no obligation. Just print all corrections to
your name and address on this section and mail it to us today,
being certain that we have the correct spelling of your name and
your proper company title.
If your name and
address are 100% correct on our mailing label, just write
"correct" on this section and mail it now.
Your FREE Gifts will be
shipped by UPS on the day we receive this section back from you.
All words in this one
example fit in 2" x 1-1/2".
Those 2" could bring
you tons of future sales.
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