"Do you know that there is one girl in your addressing room who can do the work of ten if you will let her? All she needs is a Regal to help her. Give her that and you can cut nine names from your pay roll today. Does that sound like good business? Then let us tell you all about it. Just mail the card attached. It puts you under not the slightest obligation. It simply enables us to show you how to save some of your good dollars."
Such a card is virtually an inquiry-seeking advertis.e.m.e.nt done into post card form to insure reaching the individual. And for this reason it may be well to carry a design or ill.u.s.tration just as an advertis.e.m.e.nt would. A life insurance company has made good use of a post card folder, building it up around its selling point of low cost. The outside bears a picture of a cigar and the striking attention-getter "At the cost of Your Daily Smoke--" the sentence is continued on the inside"--you can provide comfort for your family after you are gone, through a policy." Then follows enough sales talk to interest the prospect to the point of urging him to tear off and send the return card for full information.
Many propositions can be exploited in this way. In other instances a much more complete statement must be made to elicit a reply. Here the ill.u.s.trated personal letter comes into use. And it is significant that in a number of specific cases these letters in post card form have been far more productive of inquiries than ordinary letters on the same proposition. Their unique form, the accompanying ill.u.s.trations, by their very contrast in method of approach, prompt a reading that the letter does not get.
Postal mailing cards may be used in two ways--either as a campaign in themselves or as steps in a follow-up series. They are especially good when your selling plan permits of goods being sent on approval or a free trial basis. Then you can say, "Simply drop the attached order card in the mail box and the goods will come to you by first express."
A publishing house has sold thousands of low priced books on this basis, using merely a double post card. One section carries to the prospect an appealing description of the book and emphasizes the liberality of the offer. The return card bears a picture of the book itself and a clearly worded order, running something like this, "I will look at this book if you will send it charges prepaid. If I like it, I am to remit $1.00 within five days. If not, I am to return it at your expense." There can be no misunderstanding here.
The simplicity of the card scheme itself appeals to prospects and brings back a big percentage of orders.
A variation of the use of the postal as a direct sales medium is the employment of it to secure bank savings accounts.
A banking house in Chicago sent out folders to a large mailing list of property holders and renters in all parts of the city. As a special inducement to establishing savings accounts, this house offered each person, who returned an attached card, a small metal savings bank free, which could be kept in the home for the reception of dimes and nickels until filled--this small bank to be returned at intervals to the bank for the establishment of a permanent savings account. On the return card enclosed was a promise to send to the inquirer"s home one of those small banks absolutely without cost to the receiver. Here the simplicity of the scheme and method of proposing it again brought large returns.
One manufacturer of dental cream sends out free samples upon request. The tube is wrapped in pasteboard, which proves to be a post card ready for signature and stamp--inviting the recipient to suggest the names of friends to whom samples can be sent. Some concerns offer to send a free sample if names are sent in but this firm has achieved better results by sending the sample to all who ask and then diplomatically inviting them to reciprocate by furnishing the names of their friends.
Several large hotels have found valuable advertising in post cards that are distributed by their guests. These cards are left on the writing tables with an invitation to "mail one to some friend."
A St. Louis restaurant keeps a stack of post cards on the cashier"s desk. They are printed in three colors and give views of the restaurant, emphasizing its cleanliness and excellent service. Every month hundreds of these are mailed out by pleased customers and as a result the restaurant has built up a very large patronage of visitors--people from out of the city who are only too glad to go to some place that has been recommended to them.
A most unusual use of post cards appeared in a St. Louis street car.
A prominent bondseller had arranged an attractive street car placard, discussing briefly the subject of bonds for investment purposes. In one corner of this placard was a wire-st.i.tched pad of post cards, one of which pa.s.sengers were invited to pull off. The card was mailable to the bondseller, and requested a copy of his textbook for investors. The prospect who sent the card was of course put upon the follow-up list and solicited for business. Here, again, the uniqueness appeals to the public.
As a cooperator with a letter follow-up, the card or folder is effective, because it introduces variety into the series, sometimes furnishing just the touch or twist that wins the order.
In the follow-up series the double folder becomes especially adaptable, because of its simplicity. It usually refers to previous correspondence. For example, one suggests: "You evidently mislaid our recent letter. Since its message is of such vital interest to your business--" The remainder of the message is given up to driving home a few of the fundamental points brought out in the previous letters. Simple directions for filling out an attached return card are added.
One double post card, used as a cooperator with a follow-up, calls attention to a sample previously mailed, asking a careful comparison of the grade of material and closes with a special inducement to replies in the form of a discount for five days.
Return cards, employing the absolute guarantee to insure confidence of fair dealing give clinching power. Here is a sample:
Gentlemen:--Please send me a ____ case for trial. It is clearly understood in signing this order that the shipment comes to me all charges prepaid and with your guarantee that you will promptly cancel the order, in case I am in any way dissatisfied.
A s.p.a.ce is left at the bottom of the card for the person ordering to sign name and address.
Again the post card serves a similar purpose as a cooperator with the salesman. Often between calls the house makes a special inducement to sales.
Here, either double post cards or folders give the advantage of simplicity; the return card offering a powerful incentive to immediate action on the part of the customer. The return card indicates to the house that the customer is interested and a salesman is called back to handle the order.
One manufacturer, through use of the folder and card, wins a clever advantage for his salesmen. An attractive folder, with numerous ill.u.s.trations, gives a fairly complete description of the firm"s product. Enclosed with the folder is a return card bearing the form reply, "Dear Sirs: I am interested in ----. Please mail me a picture catalog of ----." And a s.p.a.ce is left with directions for filling in name and address of the person replying.
These cards when received are carefully filed and from them the salesmen gauge their calls on the prospects. Here the advantage to the salesman is obvious, since his personal call a.s.sumes the nature of a favor to the prospect.
From time to time, mailing folders or double post cards, are mailed between calls of the salesman, and serve to keep the proposition warm in the mind of the prospect.
Usually the postal or folder is a valuable aid in sending trade to the dealer. One manufacturer to stimulate business by creating orders for his retailer, sent out an elaborate series of mailing cards to the retailer"s customers. Enclosed with the folder were leaflets giving special features in the stock, which added value to the sales letter. Handsomely engraved cards guaranteeing the material were also enclosed as a suggestion that the customer call on the retailer and the retailer"s private business card was inserted.
A western coffee dealer used mailing folders on lists of consumers supplied him by retailers. Attractive designs on the outside of the folder create interest and put the consumer"s mind in a receptive condition for considering the sales arguments embodied in the personal letter feature of the folder.
A manufacturer of a contrivance for applying special paints builds an approach for the dealer"s salesman with postal folders. The design on the outside of the folder indicates the simplicity with which the appliance may be operated. The sales letter inside gives minute directions for using the machine and calls attention to particular features by reference to the demonstration on the outside. As an entering wedge to orders, the letter offers a free trial and suggests that a salesman make a practical demonstration.
The manufacturer has his dealer sign every letter and the return card enclosed gives only the address of the dealer.
A varnish concern sent to a large mailing list a series of ill.u.s.trated letters describing the use and advantage of its products. They appealed to the consumer and built up a trade for the local dealer. Each letter contained both a return post card, addressed to the local dealer and a small pamphlet showing various grades of the varnish. The result of this follow-up system was twenty-five per cent more replies than the same number of envelope letters.
One of the most successful campaigns ever conducted to introduce a new cigarette depended entirely upon postal letters. A series of five or six of these--well nigh masterpieces of sales talk--created the desire to try the product. Enclosed with each folder was a card bearing a picture of the distinctive box in which the cigarettes were sold, so that the prospect could recognize it in the dealer"s store.
In another instance a book publisher created a demand for a new novel by mailing a series of single post cards bearing ill.u.s.trations from the book. In this case the element of mystery was employed and the real purpose of the cards was not divulged until five or six had been sent and the book was ready to go on sale.
Whatever variety of card, folder or letter you choose to use, these features you should carefully observe: the style of writing and the design and mechanical make-up.
The effectiveness of the mailing folder must depend upon the combination--ideas of attractiveness, simplicity and careful use of the personal letter feature. It must command attention by a forceful, intelligent approach. It must stand out sharply against the monotonous sameness of the business letter.
The folder"s appearance should be in accord with the cla.s.s or type of men it goes to meet. Its approach should contain sincerity, purpose, and originality. Originality in shape hardly serves the purpose, because of the ridicule unusual shapes may give the proposition. The originality should be in the ill.u.s.trations or catch phrases.
This ill.u.s.trative feature is all important because it virtually plays the part of the initial paragraph of the letter--it makes the point of contact and gets the attention. It corresponds to the ill.u.s.trated headline of the advertis.e.m.e.nt. No rules can be laid down for it as it is a matter for individual treatment.
Colors that create a proper condition of mind through psychological effect must be taken into consideration in the attention-getting feature of the folder. There are certain color schemes which are known to create a particularly appropriate condition of mind. For instance, where quick action is wanted, a flaring color is effective. Where pure sales arguments count most in stating a proposition, blacks and whites have been found the most adequate.
Soothing colors, such as soft browns and blues, have been found to appeal to the senses and serve to insure additional interest through a pleasant frame of mind.
The right impression once gained, the style of the reading matter must make the most of it. Many have hesitated to use the postal or folder because they fear for a certain loss, through lack of dignity, where the proposition demands an especially high-cla.s.s approach. But to some folders, especially of the letter variety now in use, no such criticism could possibly be offered. Really fine samples of these letters bear outside ill.u.s.trations from photographs or the work of the best artists. Their appearance outside and inside is given every possible attention to create the impression of distinct value. An appeal to the senses, as in the use of pleasing colors, is a feature of their make-up.
The personal letter inside is perfect in details of typography; it is carefully filled in with prospect"s or customer"s name; care is taken to see that the filling-in process matches the body of the letter and a personal signature is appended to give a more intimate appeal.
The cost of these folders, because of the high grade of reproduction and the art work, runs considerably above the usual business-getting letter of one-cent mailing. The lowest cla.s.s of these folders cost approximately the same as the usual letter under two-cent mailing. Any addition of special art work increases their cost proportionately, but the expense is frequently justified.
These ill.u.s.trated letters depend upon their power of suggestion, through graphic ill.u.s.tration and design, and upon the personal idea of the letter used for getting business. Few enclosures, other than the return card, or reminder card, for filing purposes, are used.
One physician, especially anxious of promoting a new remedy, sent out mailing folders describing his remedy and offered an absolute guarantee of results before payment. The return card enclosed with this folder was engraved with the name and address of the physician above and underneath his absolute guarantee. Because the campaign was so unusual, it produced unexpectedly large returns.
Here, as in the usual business-getting letter, careful attention is given to details. The importance of attracting attention in the first paragraph by careful expression, followed by the creating of desire in the mind of the customer or prospect and the adding of conviction--and finally, the use of reason that compels action cannot be emphasized too strongly.
A more appealing letter could scarcely be written than the following, used in the cigarette campaign previously mentioned. The outside of the folder carried an appropriate drawing by one of the best American artists and the whole folder gave an impression of the highest quality. Note the easy style, designed to catch the reader as he first opens the folder and carry him along fascinated to the end:
Dear Sir:
[Sidenote: Attention-getter; natural and effective. Explanation clear, and a desire is created through promise.]
Turn back in your mind for one minute to the best Turkish cigarette you ever smoked.
If you remember, it was not so much that the cigarette was fragrant, or that it had a particular flavor, or aroma, or mildness, that caused it to please you--it was the combination of all these qualities that made it so delicious.