[ ] Does the prospect's address show clearly?
[ ] Is there a return address and indicia, meter, or stamp?
[ ] Is the carrier route or presorted first-class mark preprinted, if necessary?
[ ] Are the windows positioned to show the portions of enclosures you want to show?
[ ] Show folded enclosures to your lettershop. Ask if what you've done is machine-insertable.
[ ] On the largest insert, is there a 3/4-inch tolerance side to side and a 3/8-inch tolerance at the top to allow easy insertion?
[ ] Is the envelope within the post office's proportional tolerances?
[ ] Are perforations, tabs, window edges at least 1/4 inch away from the envelope edge?
[ ] Check your color break.
[ ] Request samples of stock from your printer—make sure they are correct.
[ ] Demand a color-press proof to assure even inking.
THE ORDER FORM:
[ ] Does the order form fit in the reply envelope cleanly?
[ ] Does the name and address show through the outer envelope correctly?
[ ] Are tokens or three-dimensional items affixed to the order form machine-insertable?
[ ] Are perforations in the correct place? Be sure and check with your printer which perforations are easiest to tear.
[ ] Can the token be produced in the time allowed between now and the mail date?
[ ] On personalized order forms, are account codes and scan line positionings acceptable to the fulfillment operation?
[ ] Check for key codes and return address.
[ ] Look at overlays of tests to see that they make sense and are positioned correctly.
[ ] Are the folds correct?
[ ] Check for missing headlines.
[ ] Is it folded correctly?
[ ] Are fold marks indicated?
[ ] Are there any pieces of copy that could be enhanced by a type adjustment?
[ ] Are all test versions correctly overlayed?
[ ] Are the pages in sequence?
[ ] Are the prices correct?
[ ] Do the instructions in the letter match instructions on the order form?
[ ] Is the naming of the package elements consistent?
[ ] Are capitalization and style consistent?
[ ] Check the color break. See how you might enhance it.
[ ] Does the letter have a good strong P.S.?
[ ] Does the headline of the letter face out when it is folded?
[ ] Check to see where the personalization falls, to make sure it is positioned correctly. Use a transparent computer grid sheet.
[ ] Count characters of the longest fill-in to see if allowed spacing is correct.
[ ] Line up scan lines and automatic order entry account numbers to be sure they are correctly positioned.
[ ] Demand a sample printout and put it on your blueprint or mechanical to make sure the positioning is correct.
[ ] Are letters positioned properly to accommodate the width of the printer?
[ ] Are folds correct?
[ ] Is the color break correct?
[ ] Are photographs positioned and cropped properly?
[ ] Is all the copy there?
[ ] Are overlays done correctly?
[ ] Does it have a closed edge for machine-gripping on insertion?
[ ] Does it come out of the package in a sequence that makes the best promotional impact?
[ ] Check for even inking and color reproduction at the color-proof stage.
[ ] Have you checked the color proof against all original photos?
[ ] Are you approving the color proof on the paper the job is to be printed on?
[ ] Are all folds correct?
[ ] Does the peripheral insert in its correct sequence?
[ ] Does it belong in the package?
[ ] Is it the right version?
BUSINESS REPLY INFORMATION:
[ ] Are facing identification marks in the right position?
[ ] If the outgoing or return piece is a business reply postcard, does it conform to postal requirement size:
[ ] minimum: 31/2 by 5 inches
[ ] maximum: 6 by 3/4 inches
[ ] Is the address area no closer to the left-hand edge than one inch and at least 5/8 inch up from the bottom edge?
[ ] Have I checked my package against this list at all important stages of production?
[ ] mechanicals
[ ] blueprint
[ ] color approval
Fifty Questions To Ask
Before You Start To Write DM Copy
18. Should my copy be long or short?
[ ] Shift your letterhead to the bottom of the letter to avoid distraction
[ ] Lead with a benefit or promise headline
[ ] Use the salutation to target your primary audience
[ ] The first sentence should make the recipient want to read more
[ ] Format your letter for the perception of easy reading
[ ] Use lots of benefit-loaded subheads
[ ] Place the basics of your offer up front on page one
[ ] Focus on the perception of believability
[ ] Always write from a "you" orientation
[ ] Always make the sales letter look like a letter, not a flier
[ ] Use emotional copy in the sales letter
[ ] Justify the desire to buy with proof of your promise
[ ] Choose one primary copy theme and wrap others around it
[ ] Include precise user benefits by audience type to increase sales
[ ] Remember that specifics are much more potent than generalizations
[ ] Prompt action in the last paragraph and sentence
[ ] Use command/suggestion copy throughout the letter
[ ] Never complete a sentence on an odd-numbered page
[ ] Keep words and sentences short and vary paragraph length
[ ] Add some sell to the closing
[ ] Always use a postscript and treat it as a headline
[ ] Choose a logical spokesperson as the signatory
Does your offer cover all of these items?:
Checklist of Basic Offers
[ ] free brochure
[ ] free booklet
[ ] free catalog
[ ] free newsletter
[ ] free report
[ ] free white paper
[ ] free information kit
[ ] invitation to attend a free seminar
[ ] free information
[ ] more information
[ ] free trial
[ ] free use of product
[ ] free product sample
[ ] free gift certificate
[ ] free coupon
[ ] use of toll‑free hotline
[ ] free advice
[ ] free consultation
[ ] free survey
[ ] free analysis
[ ] free estimate
[ ] free problem evaluation
[ ] free product demonstration
[ ] have a technical representative call
[ ] have a salesman call
[ ] add me to your mailing list
[ ] not interested right now--try me again in the future
[ ] not interested--here's why:
[ ] free cassette tape
[ ] free videotape or film
[ ] free gift--for providing names of friends who might be interested in the offer
[ ] free special report
[ ] money-back guarantee
[ ] double-your-money-back guarantee
[ ] free sample issue
[ ] send no money now--we will bill you
[ ] cash with order
[ ] order by credit card
[ ] enter our contest and win prizes
[ ] enter our sweepstakes and win prizes
[ ] enter our drawing and win prizes
[ ] discount for new customers
[ ] discount or other special offer for past customers
[ ] your name removed from our mailing list--unless you order now
[ ] introductory offer on small trial orders
[ ] free price-off coupon when you request catalog or brochure
[ ] extra discounts for large volume purchases
[ ] free gift with volume orders
[ ] extra discount for payment with order
[ ] seasonal sale
[ ] warehouse inventory reduction sale
[ ] special clearance sale
[ ] remnant sale
[ ] buy at low prices now before prices go up
[ ] free gift item in return for your inquiry
[ ] free gift item with your order
[ ] free gift item with your paid in advance order
[ ] surprise bonus gift with your order
[ ] extra quantity with paid order
[ ] order now--we won't bill you until [specify date]
[ ] order X amount of product/service now-get Y amount free
[ ] order product X-get product Y free
[ ] discount
[ ] discount with paid order
[ ] discount if order placed by a certain date
[ ] discount if certificate or coupon returned with order
[ ] free information if requested on your corporate letterhead
[ ] free information to qualified buyers-others pay X dollars
[ ] call toll-free number
[ ] mail reply card
[ ] complete and mail order form
[ ] complete and mail questionnaire
[ ] complete and mail specification sheet for a prompt price quotation
[ ] send no money now-pay in easy monthly installments
[ ] reply today-while the reply form is still handy
[ ] order today-supplies are limited
[ ] offer good until [specify date]
[ ] this offer is for a limited time only
[ ] subscribe today
[ ] become a member
[ ] discount with trade-in of your old equipment