Is it…

the envelope
the mailing list
the sales letter
the brochure or catalogue
or the offer

I strongly believe that the answer is the sales letter – because simple changes to a sales letter can make a huge different to the effectiveness of the overall mailing.

While all the other factors can add or take away part of the response rate, the sales letter can have much more effect, taking us perhaps from a 2% response rate to a 3% response rate or more.

It does this by focusing the reader. While a bad sales letter does nothing at all (it just says, “I have great pleasure in enclosing a catalogue”) a good sales letter really can grab the reader, hold the reader by the throat, and shake the reader around a lot until the sale happens.

You can read a simple, straight forward report on How to Write the Perfect Sales letter (that is one that will really make a difference to your response rate) by visiting the How to section of the Hamilton House site. If you want a direct link to the article click here, if you would like to see the full list of How To articles (all available free of charge) click here.

If you would like to know more, call me on 01536 399 000 during office ours or email Tony at Hamilton-House.com