The most
common mistakes in literature packages are:
1. The
literature arrives too late. I was at a home improvement
show last year and asked for literature from about 50
companies. The average response time was about three
weeks. Only a few took the time to send out what I asked
for within a day or so. Some companies took six months or
longer to send me what I requested. Send literature within
three days of the show’s end. No exceptions.
2. The
company does not put a statement on the envelope that says
“This is the literature you requested” or some such
statement.
3. The
company sends non-requested literature.
4. They
send photocopied literature.
5. There
is no sales letter inside the package.
6. The
letter is there, but it is poorly written and doesn’t
sell. It is often photocopied.
7.
Large-format brochures that should not be folded are
stuffed into a number 10 or a 6”x 9” envelope.
8. There
isn’t any information about where to buy the product - no
list of dealers or representatives or an enclosed business
card.
9. There
isn’t a business reply card in the package. It isn’t
unusual that a package of literature is stored for future
viewing. If there is a business reply card in the package,
it will be used about 2% to 5% of the time at a later
date.
