"I'm gonna make him an offer he can't refuse."
Don Corleone, The Godfather

If you want to improve the response rate to your direct mail the answer may be as simple as making a better offer.

For example, a recent mailing by one Positive Response client offered free samples and pulled a 7.5% response. Here are the details:

A manufacturer and wholesaler of skin-care products, my client offered free samples to a targeted list of licensed estheticians (high-end skin-care professionals). These two factors, the offer and the list, were far and away the most important reasons for the client