OUTERS....MAGALOGS....BILLING....RENEWALS....DONOR....INSERT CARDS....SALES LETTERS...PARTNERSHIPS...WRAPS

Circulation Ad Tip #9 BILLING EFFORTS SHOULD BE RIGHT ON THE MONEY. If it looks like an invoice, reads like an invoice, chances are it will be paid like an invoice. Too many billing efforts deviate from their primary mission: collecting money. They're often too promotional, containing distracting offers, and thus discarded as junk mail. Or their tone is too meek and appeasing, only encouraging the recipient to put off payment. A bill should be clear, simple and businesslike. Language should politely but firmly ask for payment. People won't be offended. They receive bills all the time. If you put in an extension offer, don't over-hype it. A single line with a check box will do fine. Here are some billing efforts we created that simply and compellingly boosted pay-up: