ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Direct Mail Advertising- Writing the Response Device

Updated on July 29, 2014
Reverse Of The Direct Mail Envelope With The Offer
Reverse Of The Direct Mail Envelope With The Offer | Source
You Can Boost Response Rates With A Well Written Response Device
You Can Boost Response Rates With A Well Written Response Device | Source

Writing the Response Device for Vista Levolor Blinds

This is the copy for the response device that went along with a Vista Levolor direct mail pack. Notice that the headline above the fill in form is in quotes - a tried and tested technique to increase response rates. And it's benefit oriented. Also notice the way this response device puts the whole thing in a nutshell and acts like a mini ad.

The response device is in the format of a 4-flap leaflet. The cover flap features the visual of Venice with its gondolas and the headline reads: Vista Levolor invites you to be part of the Venetian Dream Scheme. (Recommend your way to Venice and more!)

Flap 2 builds on the charms of the main offer - Venice and summarizes what the architect must do in order to win. The crosshead reads:

Venice- the most beautiful of cities

There is no other city on earth like Venice. Rivers and canals for streets; boats and gondolas for cars; majestic colourfully reflected palaces for houses, perfectly preserved in their lagoon setting. Built on 118 islands, Venice si completely surrounded by water. And like a Canaletto painting, unchanged by time, this fairy tale city is full of wonderful sights to see. Here's how you could be there!

The second crosshead reads: Recommend your way to Venice!

Here are the steps that will bring you closer to your goal:

  • Mail the completed card to reach us before September 24, 1994.
  • We will then send you a booklet of Recommendation Coupons.
  • Each time you recommend Vista Levolor to a client, write his name and address on a Recommendation Coupon and send it to us.
  • Vista Levolor's dealer will follow up on your client and give him a full demonstration of Vista Levolor's blinds, drapery rods and false ceilings.
  • And as the clients you recommend place orders with us, you'll get closer to Venice and all the other exciting prizes!

Next there is a chart with all the prize details and the corresponding value of sales required. For instance, to get a chance to win the grand prize the architect will need to generate a certain amount of sales value.

The Reply Card itself bears the headline: "Creating new masterpieces and holidaying in Venice! What more reason do I need to recommend Vista Levolor to my clients?

Please enroll me in the Venetian Dream Scheme and send me my Recommendation Coupons."

This is followed by the details to be filled in.

Tips For Writing A Great Response Device -Direct Mail Advertising
Tips For Writing A Great Response Device -Direct Mail Advertising

Tips on the Response Device

As this example of a Response Device shows, writing copy for this most important element in a mailing is an art in itself. It requires that the copywriter summarize the whole mailing in a nutshell and reiterate the benefits and call to action.

The letter and the brochure in a direct mail pack lead the reader on to the response device. Therefore, all these elements must have synergy.

© 2014 Anita Saran

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)