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TROY-BILT "INQUIRY ANSWERING" LETTER
One of the greatest direct marketing success stories is Garden Way Manufacturing Company.
When they first started out, most people were highly skeptical they could sell a complicated piece
of garden machinery — costing as much as $1,000 — without direct person-to-person contact. But
thanks to a highly effective direct mail program, they not only sold their Troy-Bilt rototillers
through the mail, but many other products as well.
The program starts with an offer for information about the Troy-Bilt. Garden Way uses a wide
variety of promotion vehicles to make this offer including magazine ads, postcard decks, bind-ins,
etc. Then, when inquiries are received, a classic direct mail inquiry answering package is sent.
The first class envelope has this message:
Here is the Important News Report on
Gardening Machines You Requested
PLEASE OPEN IMMEDIATELY UPON RECEIPT The
letter inside begins:
Thank you for your interest in our TROY-BILT Roto Tiller-Power
Composters . . . and for requesting a copy of our important News
Report enclosed.
It should answer any questions you have about most other gardening
machines as compared to all our 1978 TROY-BILT Roto Tiller
models.
Very quickly, the letter gets into a special offer for immediate response:
One reason for this great rush is, of course, our Direct-from-Factory
OFF-SEASON SAVINGS Plan in effect right now through the end of
March. You can save at least $60.00 or more off the current list price
of all Troy-Bilt models . . .
www.greatestsalesletters.com - 347 -