11 Tested Methods That Will Increase The Selling Power of Your Letters MrBo. They are based on 36 years of time tested and closely monitored advertising in the form of letters, ads and promotions whose results were measured and compared. The 11 laws that follow are based on the results that were obtained from these comprehensive studies.
Coupons multiply returns.
People that procrastinate to take action, soon forget to do so altogether. A coupon is a cut-out that forces a prospect to take action and then reminds that person to send it once that action has been taken. If you test your results you will see that oversized type doen NOT pay. If your story is really interesting, then people will read it in the usual type size. Most of our reading is done in the upper and lower case type.