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d. splitting infinitives
e. repeating your company name too many times?
20. Does your letter look the way you want it to?
a. placement of page
b. no paragraphs over six lines
c. indentation and numbered paragraphs
d. underscoring and capitalization used sparingly
e. punctuation for reading ease.
TOM COLLINS' CREATIVE CHECKLIST
Some time ago, Tom Collins devised a simple point-by-point checklist that many direct marketers
use regularly as their guide to evaluate the effectiveness of their direct mail packages.
1. Do you have a good proposition?
2. Do you have a good offer?
3. Does your outside envelope select the prospect?
4. Does your outside envelope put your best foot forward?
5. Does your outside envelope provide reading motivation?
6. Does your copy provide instant orientation?
7. Does your mailing visually reinforce the message?
8. Does it employ readable typography?
9. Is it written in readable, concrete language?
10. Is it personal?
11. Does it strike a responsive chord?
12. Is it dramatic?
13. Does it talk in the language of life, not "advertising"?
14. Is it credible?
15. Is it structured?
16. Does it leave no stone unturned?
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