23. Write the reply coupon first
Brooks said a lot of copywriters write the package in order, but he said you need to know where your package is going. “It’s about the destination, not the journey. Make sure you’ve got that right; know exactly where you’re going,” he said.
24. Tell your donors you need them
“Donors want to matter,” Brooks said. “It’s all about their significance.”
25. Send your newsletter in an envelope
Brooks claims it will double response, though again, he’s not exactly sure why.
Bad idea: Let a typo go through
“I can’t prove it, but many times we’ve discovered some terrible typo happened (i.e., fill the pantry — fill the panty) and it worked really, really well,” Brooks said. “I can give you many examples. I can’t officially recommend this to you, and we’re not entirely sure why. It gets people more involved, I think, and then it means, oh by the way, they’re reading your message.”