Reply form. Order card. Action device. Whatever you call it, there’s no denying that little -- or sometimes big -- slip of paper carries a lot of weight.
As Carol Worthington-Levy, who provides creative strategy, brand development, copywriting and design services, asserts, “People will head right for the reply form first, and then they head for the letter … There is a mindset and a cultural training that has us looking for the one piece in a mailing where it says what [we] need to do to learn more or get this product or service.”
Case in point is the voucher format that has been dominating the publishing world for years. Often, the voucher — like the double postcard that came before it — is little more than a reply device in an envelope. That this stripped-down format has worked so well, for so many, for so long is a testament to the importance and power of this component.
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