Is the Sample Issue Set for a Comeback?

Is it time for the sample issue to make a comeback in newsletter marketing? My thought is that the internet has caused this. Just about every single newsletter website provides either sample articles or complete issues. (How much should you give away on the website? Well, that's another show, as Alton

Prospects are now "used to" being able to sample the product before they make the ordering decision. Perhaps the elaborate envelope package that promises a lot in carefully crafted prose but actually delivers zippo might no longer be the most effective.

However, despite those who contend a "self-mailer" format might be most effective for prospects in our attention-span-challenged world, I lean more toward the thought that a multiple-piece package still offers the possibility of a number of "entry points" where you might draw the prospect who has opened the envelope into your message.

Beyond the sales letter

Besides the sample issue (live or compiled), here's a rundown of the other elements that can be included in the newsletter marketing package. I say can be included, but there's one element that has to be included, the sales letter. Always include a letter.

My experience has been to "hit 'em with your best shot." If successful, you can experiment with cost control by shortening the letter, dropping the brochure, etc., but it seldom works the other way around (sometimes referred to as "putting lipstick on a pig").

Order form

Call it the Discount Savings Certificate or Subscription Reservation Form or something similar that doesn't say Order Form. Make it a contrasting color so the prospect who shuffles through the package contents looking to see "who's trying to sell me what?" can find it.

If you want to make it oversize, it can conflate a number of the potential additional pieces listed below. In any event it needs to contain at least a summary of the "selling message" since this is the piece from a package most likely to be put aside to "get to later" so the prospect can be reminded what she or he found intriguing at first glance.*

Brochure

The adage has it that the letter sells and the brochure tells. It's useful to illustrate an offer that includes more than just the newsletter--reference files, special reports, etc.

I did one for a reference service--and it wound up adding about 15 percent to cost and it increased response by about that amount (in dollars). But we did have a few more subs in the end. If you have a winning package you could test leaving out the brochure (or any of the other pieces described here), but it seldom works the other way--propping up a disappointment by shaving costs.

Lift letter

You know the lift letter, usually a buck slip. "Only Read This If You've Decided Not to Accept Our Incredible Free Offer." Being perverse by nature, some prospects will go directly to this piece. It gives you the chance to restate the offer and the guarantee. It's usually said to add about 10 percent to response (the "lift").

Playing off the familiar format, I once wrote a lift letter headlined "Your Frankly I'm Puzzled Letter" is enclosed.

Always have it signed by someone other than the person signing the sales letter--usually the publisher or editor.

Premium buck slip

A picture, a table of contents, and a mouth-watering description of the bonus FREE report. Put a handsome price tag on it to establish value--high enough so if someone wants to send you a check for the premium report only, you'll just smile and put it in the bank. One consultant observes that with double spacing and margins, it isn't that hard to create the "100-page Executive Report."

Testimonials

I'm a great believer in the 3rd person pat on the back. A long listing of endorsements of companies subscribing or renewing might be impressive for the "on the fence" prospect. You could use contrasting typefonts, boldface for those who want to see who gave the testimonials and italics for those who really want to read every word. The testimonial listing can convey the message that the newsletter works for larger and smaller firms and other demographic differences in the prospect audience.

Here are 3 testimonial "housekeeping rules":

** Whenever you get an unsolicited testimonial, ask the person's permission in writing to use it and his or her name.

** Use real names and companies in testimonials--not, for example, Jane K., Cleveland.

** Make sure the testimonials say something specific. Instead of "Really great publication," go with "I get 1 money-making idea in every issue."

Editorial highlights

Here you can list past achievements without breaking up the flow of the selling message in the letter. Also this is a good place to highlight the publishing company, awards earned, and editors' credentials.

There is the thought that it isn't really effective to highlight editorial materials the new subscriber won't receive (but some could be in the premium report). Personally, if my news-letter had broken the "New Coke" story, I'd still be telling prospects about it.

Garbage bulletin

Until a recent package from W magazine, I hadn't actually seen one of these in years. The idea was make to it look like a last-minute insertion into the package--extending the deadline or adding an additional premium.

One consultant said the piece should look cheap--grocery bag paper is fine, strikeovers OK. This far into the age of the PC, perhaps this would fail the "suspension of disbelief" test. (But you still see letters in "typewriter" typeface.)

Finally, remember to put name, address, and phone information on every one of these pieces in case it happens to be the only 1 the prospect can find.

* For the definitive word on writing and designing order forms, I recommend NL/NL's new book, Write the Order Form First!, by Mark Everett Johnson. It's a 59-page PDF; $47; order at www.OrderFormGuru.com.