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www.dennyhatch.com.<%2Fa>%20The%20following%20is%20derived%20from%20his%20“Method%20Marketer’s%20Basic%2020-Point%20Checklist,”%20and%20the%20tool%20can%20be%20used%20to%20sharpen%20any%20direct%20mail%20campaign’s%20materials.%201.%20Make%20sure%20the%20sales%20pitch%20employs%20at%20least%20one%20of%20the%20following%20seven%20key%20copy%20drivers%20(and%20preferably%20all%20seven)%3A%20fear;%20guilt;%20flattery;%20exclusivity;%20greed;%20anger;%20and%20salvation.%202.%20The%2013%20most%20powerful%20and%20evocative%20words%20in%20the%20English%20language%20are%3A%20“discovery”;%20“easy”;%20“free”;%20“guarantee”;%20“health”;%20“love”;%20“money”;%20“new”;%20“proven”;%20“results”;%20“safety”;%20“save”;%20and%20“you.”%20Insert%20them%0D%0A%0D%0Ahttps%3A%2F%2Fwww.goprintandpromo.com%2Farticle%2Fchecks-mail-47398%2F" target="_blank" class="email" data-post-id="5794" type="icon_link">
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11. The company name and address should appear on every piece in the promotion.
12. Include a guarantee of satisfaction.
13. Include testimonials from happy customers or donors.
14. Have a built-in mechanism that allows readers to respond.
15. Make it easy to respond.
16. Have a fail-safe system in place that enables you to measure responses by source.
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