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• Form letters using indented paragraphs will usually outpull those in which paragraphs
are not indented.
• Underlining important phrases and sentences usually increases results slightly.
• A separate letter with a separate circular will generally do better than a combination
letter and circular.
• A form letter with an effective running headline will ordinarily do as well as a filled-in
letter.
• Authentic testimonials in a sales letter ordinarily increase the pull.
• A two-page letter ordinarily outpulls a one-page letter.
In his book, Bob also provides this set of guidelines for good, professional copy developed by Don
Kanter:
1. Does the writer know his product? Has he or she dug out every selling point and benefit?
2. Does the writer know his market? Is he or she aiming the copy at the most likely prospects
rather than at the world in general?
3. Is the writer talking to the prospect in language that he will understand?
4. Does the writer make a promise to the prospect, then prove that he or she can deliver what
was promised?
5. Does the writer get to the point at once? Does he or she make that all-important promise
right away?
6. Is the copy, especially the headlines and lead paragraphs, germane and specific to the sell
ing proposition?
7. Is the copy concise? There is a great temptation to overwrite, especially in direct mail.
8. Is the copy logical and clear? Does it "flow" from point to point?
9. Is the copy enthusiastic? Does the writer obviously believe in what he or she is selling?
10. Is the copy complete? Are all questions answered, especially obvious ones like size and
color?
11. Is the copy designed to sell? Or is it designed to impress the reader with the writer's abil
ity? If somebody says, "That's a great mailing," you've got the wrong reaction. What you
want to hear is, "That's a great product (or service). I'd love to have it."
DRAYTON BIRD'S CHECKLISTS
The other book I recommend to everyone comes from England. Commonsense Direct Marketing by
Drayton Bird — one of Europe's brightest direct marketing professionals — is filled with interesting
case histories and a host of valuable checklists. Among those are:
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