2. Broadsides for special promotions. One of the best 
direct mail compaigns we have seen in the nursery field 
was a series of “flyers” mailed out to a wide list to sell 
small fruits. Brought in many orders, too. 
3. Of course the annual catalog is a direct mail piece. 
Not many people can resist pouring over an illustrated 
nursery catalog. If your business doesn’t warrant an 
illustrated catalog, send out special 
folders, or even mimeographed lists, 
with prices, at the beginning of the 
planting season. 
At least send out something at the beginning of the 
planting season, offering quality nursery stock. Remind 
people of the planting season, make an offer. Most people 
won't even think of the planting season unless you tell 
them, or maybe they'll plant only vegetables when they 
‘should be planting nursery stock. 
4, Your own A.A.N. has a number of selling aids and 
business promotion pieces available at “cost.” These 
include eleven colorful envelope stuffers; five booklets on 
various phases of planting; the “Plant America Means” 
series including “Soil Conservation”, “Better Living”, 
“Community Betterment”, “Industrial Beautification”, 
“Conservation in Schools”, and ‘More Beautiful 
Churches”; and also “How to Control the Climate 
Around Your Home.” 
Fundamentals of Writing 
Direct Mail Copy 
1. Sell the benefits and uses of the product rather than 
the product itself. 
2. Don’t write—telegraph. Put your message before 
your prospect in the fewest possible number of words. 
Write your copy the same way you write a telegram— 
eliminate unnecessary words. Be brief, but be sure you 
tell your complete story. 
3. It’s not a home until it’s planted! Use showmanship 
with your copy. Don’t be afraid to use artwork and a 
smart layout to bring home the benefits of your product 
but don’t overdo it. Don’t make showmanship so over- 
powering that it will detract from your selling message. 
4. Don’t ask “if? — ask which. Always offer your 
prospect a choice between something and something else, 
never between something and nothing. Write it so your 
prospect can’t say no. 
5. Develop a pleasing personality in your copy. High 
pressure selling will probably do you more harm than 
good. Shun objectionable words and phrases. 
Seven Rules for Direct Mail Success 
1. Know exactly what you want your mailing to do 
for you. Do you want an order? Or an inquiry? Express 
either one objective or the other, not both. Stick to 
one objective. 
2. Write your copy so that the recipient will know 
what your product will do for him. He’s the one who 
has to live with it, not you. 
3. Make the lay-out and format of your mailing tie 
in with your over-all plan and objective. Have you used 
black and white when four-color printing has been indi- 
cated? Do you have a typewritten letter when mimeo- 
graphing would fit the picture better? 
4. Address each mailing piece (correctly) to an indi- 
vidual or company who can buy the product or service 
you have to sell. The mailing list is the absolute founda- 
tion of successful direct mail. 
5. Make it easy for your prospect to send you an 
order or an inquiry. Send an order form or list places 
where the product is available. 
6. Tell your story over again. Don’t stop with one 
mailing—send out two, three, and four or more. 
7. Test every mailing you make. Don’t take anything 
for granted. Test everything in your mailing steps. 
Eleven Questions you should 
Answer in Direct Mail 
1. Why is your product or service different from or 
better than your competitor’s? 
2. Do you have any executive or employee who is 
widely known to your prospect or the general public? 
3. Is there anything interesting in the history of your 
company or the number of years you’ve been in business? 
4. Is the volume of your business or your position in 
your field worth mentioning in your advertising? 
5. Do you have any special equipment that makes your 
company outstanding? 
6. Is the location of your nursery of importance to 
your prospect? 
7. Do you have any trade marks, 
names, or brand names that are well 
known? 
8. Is there anything noteworthy 
about your sales department or the way you sell? 
9. Is there anything different about your methods 
of delivery and servicing? 
10. What facilities do you have for filling orders 
promptly ? 
11. What is there that you can feature for that 
particular time of year? 
Our 1953 direct-mail lily folder will be sent on request 
Oregon Bulb Farms, Box 512, Gresham, Oregon 
