The first article in this series focused on Direct Mail and Mail Order with emphasis on classified and print ads and on mailing lists. This segment considers the value of the stationary that you use to sell your message to potential customer.

Almost everyday I get offers in the mail that to put it mildly, look like crap. A poorly prepared letter of offer is copied from the original and stuffed in an envelope. There is no value in such an offer. I chuck them in the waste basket.

There are two ways to get orders from the mail. One is to solicit enquires and the other is to solicit orders. I would like to discuss the use of letters, brochures, and postcards in relation to direct mail.

Postcards

To mail a post card you have the advantage of lower mailing cost. The cost is about half the cost of mailing a 4-page insert in an envelope.

There is another advantage. People can