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   Would "yes, no and maybe" options work for you? Provide three pressure-sensitive labels in green, red and yellow to represent each option. Ask recipients to choose one label and press it onto a box or circle on the BRC. One enthusiast calls this involvement device his "secret weapon."

   Have you tried a live BRC? It's called that because it is alive with selling copy. The live card is--in effect--a miniature of your package. It fills out a #10 envelope, has a perforated stub, and is covered with copy, front and back. This copy could re-state your guarantee, quote satisfied customers or respected authorities, recap premiums, list benefits and other elements of your offer.

   And while you are expanding your BRC, how about a larger card? Double cards, jumbo cards and faxable reply forms have proved helpful to many mailers. Fax forms are usually 8½" x 11"--easy to fax or mail. If you offer premiums, these can be illustrated and described.

   Looking to up-sell? Then give a premium, discount or other advantage for a toll-free phone response. Then use tele-marketing to boost the sale. You could offer a $10 Special Report to those who phone. Nothing to those who use the mail.

   Create an artificial deadline to hasten a buying decision. For example, "A special, limited-time offer." Or say that "This price is good for the next 30 days only!" Or offer a premium of high perceived value for fast action. It helps to provide a box for readers to check: "I'm answering within 10 days, so send your $25 Special Report--free!" Hint: Give the Special Report to everyone who answers. You'll make lots of friends--and no disappointed customers.

   Highlight the best choice with simulated handwriting. If, for example, you offer three sizes of an all-in-one tool set, and the higher priced set does more and is a better value, tell the reader in your handwritten note: "Your best value!" And if you are selling subscriptions, you might say, next to the two-year choice: "Your best bet! You save $10 and lock in today's price!" Guide the reader to the preferred choice by underscoring the benefit. For example: Money saved. Larger capacity. Greater speed.

   Use your BRC as a research tool. Just add "For your comments" and provide space for recipients to say what's on their minds. You'll be surprised at what you discover!

   Clean your mailing list or database as you go. Provide boxes for readers to check: "You've addressed me correctly." Or "Not correct. Please change to:"

   Restate the complete offer on your reply card. Remember that the BRC can get separated from the rest of the package. So if a reader picks up the reply card a week later and it says something like, "OK, count me in!," she's likely to toss it. So restate offer, guarantee, price and other essentials on your BRC.

   How about checking the BRCs you've already received? Do respondents misinterpret anything on the card? Then redesign your BRC to clear up the confusion.

   Is the BRC easy to fill out? Or does it reflect the needs of your accounts receivable, financial and operations departments--with little concern for the convenience and interests of customers?

   Consider adding a reply envelope if any information on the reply card is at all personal or likely to discourage a response.

   And if you do have a BRE, why not add some promotional copy to it? For example, "Don't miss this money-saving pre-publication offer. Mail the enclosed card today!"

   Try a bang-tail envelope instead of a card and separate envelope.

   Is your BRC organized for quick response? Don't make the reader struggle to understand your proposition. It should be crystal clear in every way.

   Try more than one reply element. For example, if you have a BRC, why not repeat the reply form at the bottom of a brochure? Reply cards do get lost. A duplicate form gives your offer a second chance.

   Of course there are many more ways to improve your BRC. Make a "swipe file" of reply cards you've received and create a helpful store of good ideas you can adapt to your own mailings.

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