Using yellow letters

[Joe Strozier]

What's the reason for using red ink when marketing with yellow letters?

[Michael Quarles]

Q - Does red pull better than any other color?

A - Yes.

Q - Why?

A - I have no idea other than to say it does... I wish black pulled better, it’s cheaper... It doesn’t...

Q - Do I think it makes someone say I want to sell my house?

A - Absolutely NOT.

Q - Then why red over any other color?

A - Because more people notice the words (read the letter) and it makes the telephone ring more.. And our business is a numbers business. Just like any other business.

Q - Is blue better?

A - Not in my research.. Which consists of sending out thousands of friggin letters.

Q - The number one problem with the yellow letter.

A - Perceived cost of entry to a market.

Q - How does it compare to other types of advertising...

A - It doesn’t have any competition... Except full page color newspaper ads or 30 minute infomercials.

Q - How does it compare to post cards?

A - Post cards are reinforcement advertising whereas the yellow letter is a call to action. Post cards are much more expensive first approach.

Q - When to use post cards

A - Third mailing.

Q – How much do they cost?

A - .99 cents postage included done for you.

Q - How much do they cost if I do them myself?

A- figure about .83 cents
Envelope .08
Paper .03
Ink .12
Stamp .44
Labor .15
Label .01
Total .83