Order forms are a key component of any direct mail piece and we could easily fill an afternoon on them, both online and offline. Frankly, most marketers don’t spend nearly enough time on them. Don’t think this only applies to an exchange of money. If you’re doing lead generation marketing where no money is exchanging hands, the techniques and strategies are identical. So why are order forms so important? Because …
I LOVE old ads. In fact newsletter reader and outrageous advertiser Dr. Gregg Nielsen in Waterford, WI sends me an old ad each month in his newsletter. Here’s a link to a classic ad written by legendary copywriter Bill Jayme. This example, like many of them, come from Richard Hodgson’s “The Greatest Direct Mail Sales Letters of All Time.” Here’s a short excerpt from Hodgson’s on the “Psychology Today” letter …
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