published by The
Direct Mail Technique
That Beats Them All
By Fred Goss,
"If I could convince you to
do just one thing to improve your efforts to get new subscribers,"
publishing and marketing consultant Rene Gnam told our audience in
Washington, "I would tell you about THE ONE PROMOTION TECHNIQUE THAT
NEARLY ALWAYS OUTPULLS ALL OTHERS, BUT IS NEGLECTED BY MOST MARKETERS.
"This technique works for
almost every product or service marketed to almost every target audience.
If you are not using this technique right now, simply switching your
mailing to include it should automatically improve your response.
"And the reason that most
copywriters won't tell you about this one powerful technique is simply
that once you know it, you can use it yourself, and you may not have to
hire them as frequently as they�d like. The technique is the very simple
act of changing your order form into a CERTIFICATE."
Gnam cited these KEY REASONS TO
a sense of value to your entire mailing or offer, inviting a
decision and calling for action!
instant reading of the mailing...Now!
additional sales from the same mailing.
the offer or the premium.
secretarial or mail room resistance to direct mail.
re-order sales from same mailing or future mail.
dollar volume from same mailing.
Show your solidity and the
desirability of dealing with you!
Using certificates dramatically
increases sales because most of the direct mail field forgets to use them,
He cited these key design
elements in using certificates:
stock appropriate to the mailing offer -- inexpensive stock if used
for a discount promotion, quality stock if used to enhance
high-ticket sales or to promote high quality products or services.
certificate must have a border -- large and almost garish for
discount offers, conservative and official for high-ticket sales or
high quality products or services.
background must be instantly recognizable -- safety paper which has
a design in it already, or by using tints or screens or with a paper
color that's distinctive.
it as a certificate, graphically and by naming it!
short copy to stress value and importance, spell out the
certificate's deal, ask for action, cite a cutoff or deadline date,
identify target audience where possible, and tell how to use the
Gnam points out these certificate
formats that work:
the tear-off top of a letter, never at the bottom, to say: read the
letter, this is valuable, be immediate because we have a fast cutoff
date on this certificate. Using it at the top also captures instant
attention to your deal.
an order form with the addressing right on it to spur easy response
and to save costs of printing a separate piece on tight budgets.
it's most effective when used as a separate insert because it
creates a hot potato feeling: "What do I do with this valuable
thing?" As a separate insert, it makes the recipient refer back
to the letter and brochure for details, and it lets you change
deadlines without changing other components.
Here are some Gnam copy themes
for using certificates:
premium offer: "This certificate entitles you to..."
grabber: "Complete this certificate and join our..."
hype: "Enclose this certificate with your order and we'll give
you an extra 500 paragraphs of Washington news."
"This certificate entitles you to call..."
Distribution: "This certificate brings your hospital a valuable
free issue of..."
sales: "Save this certificate for your next order..."
"This certificate qualifies you for..."
Gnam recommended this so strongly
that I started using it for our Newsletter Association and, yes, it works.
is an independent response marketing consultant
in creative advertising techniques.
He can be reached
I'm usually in
Florida, and here are the numbers:
You can reach
me right now by e-mail:
Get Rene Gnam's Experience &
Expertise on Your Team!