Usually the postal or folder is a valuable aid in sending trade to the dealer. One manufacturer to stimulate business by creating orders for his retailer, sent out an elaborate series of mailing cards to the retailer's customers. Enclosed with the folder were leaflets giving special features in the stock, which added value to the sales letter. Handsomely engraved cards guaranteeing the material were also enclosed as a suggestion that the customer call on the retailer and the retailer's private business card was inserted.
A western coffee dealer used mailing folders on lists of consumers supplied him by retailers. Attractive designs on the outside of the folder create interest and put the consumer's mind in a receptive condition for considering the sales arguments embodied in the personal letter feature of the folder.
A manufacturer of a contrivance for applying special paints builds an approach for the dealer's salesman with postal folders. The design on the outside of the folder indicates the simplicity with which the appliance may be operated. The sales letter inside gives minute directions for using the machine and calls attention to particular features by reference to the demonstration on the outside. As an entering wedge to orders, the letter offers a free trial and suggests that a salesman make a practical demonstration.
The manufacturer has his dealer sign every letter and the return card enclosed gives only the address of the dealer.
A varnish concern sent to a large mailing list a series of illustrated letters describing the use and advantage of its products. They appealed to the consumer and built up a trade for the local dealer. Each letter contained both a return post card, addressed to the local dealer and a small pamphlet showing various grades of the varnish. The result of this follow-up system was twenty-five per cent more replies than the same number of envelope letters.
One of the most successful campaigns ever conducted to introduce a new cigarette depended entirely upon postal letters. A series of five or six of these—well nigh masterpieces of sales talk—created the desire to try the product. Enclosed with each folder was a card bearing a picture of the distinctive box in which the cigarettes were sold, so that the prospect could recognize it in the dealer's store.
In another instance a book publisher created a demand for a new novel by mailing a series of single post cards bearing illustrations from the book. In this case the element of mystery was employed and the real purpose of the cards was not divulged until five or six had been sent and the book was ready to go on sale.
Whatever variety of card, folder or letter you choose to use, these features you should carefully observe: the style of writing and the design and mechanical make-up.
The effectiveness of the mailing folder must depend upon the combination—ideas of attractiveness, simplicity and careful use of the personal letter feature. It must command attention by a forceful, intelligent approach. It must stand out sharply against the monotonous sameness of the business letter.
The folder's appearance should be in accord with the class or type of men it goes to meet. Its approach should contain sincerity, purpose, and originality. Originality in shape hardly serves the purpose, because of the ridicule unusual shapes may give the proposition. The originality should be in the illustrations or catch phrases.