The true secret of the Yes/No response

Big TickI received a marketing email today from an expert in direct marketing, in which he wrote about sorting out the dead ducks from those who are really interested.

He referred to the Reader’s Digest Yes and No reply envelopes.

He called it the Yes/No option, implied that it was how to sort out the ones who are not really interested, and went on to say that is does not work in face to face selling.

I agree with that, but I believe he got it slightly wrong about the Reader’s Digest envelopes. Their intention was not merely a Yes/No option to separate tyre kickers from real prospects.

In direct mail, your objective should be to encourage response. Even negative response.

The more Noes you attract, the more Yeses you’ll get as well.

Encourage people to reply, and you have a dialogue going. That develops the relationship. Along the way, you’ll tip some Undecideds into the Yes camp as well.

Test it. Run one stream with a straight Yes or No response, and another which allows everyone to respond, some with an order, some without one. That’s what a Prize Draw does. Everyone can enter, whether they order or not.

In face to face selling the same thinking applies. In my Five Key Questions for Sales people, the fifth question is: What’s the least you will settle for?

It’s about planning for a fall-back option if you do not get the sale. Something to keep the door open, to maintain a dialogue and develop the relationship.

That’s the real secret behind the so-called Yes/No option.

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Filed under copywriting, Direct Marketing, Sales

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