How to craft an effective response device.

Successful direct mail packages contain three things: an attractive offer, a call to action, and a response device. The offer is the Incentive. The call to action is the Imperative. And the response device is the Instrument.

The most well-known reply device is the business reply card. But today it could also be a landing page on a website. To make sure your mailing generates the kind of response you want--and the kind of sales you want--you must have a reply device that is clear, complete, compelling and convenient.

Clear

• stands out in the package and is easy to find
• gives explicit instructions on what prospects must do to buy the product or service
• has sufficient space for handwriting
• keeps choices (size, color, options) to a minimum

Complete

• repeats the offer and call to action
• shows price, tax, shipping charges and the total if possible
• describes payment terms (cash, check, credit cards, instalments, deferred payment)
• includes the complete address and phone number of your organization
• contains an unobtrusive key code so you can track response
• describes where your privacy policy can be found
• repeats mailing instructions

Compelling

• features a strong, customer-focussed headline
• reiterates the offer in a compelling way
• summarizes the main benefits of your product or service
• expresses the price in the lowest terms possible ("Lease for only 75 cents a day.")
• includes other selling points, such as paying by instalments and guarantees

Convenient

• features the customer's name and address pre-printed on the form
• has check-off boxes wherever possible
• is postage-paid or features a toll-free number
• includes a deferred payment plan ("Invoice me later.")
• includes the return address pre-printed