AND THE WINNER IS... YOU!

When you're promoting a new product line, do you send out major mailings? Do you ever wonder how many envelopes are glanced at and thrown away unopened?

You might consider making the envelope a little more eye-catching by announcing a major sweepstakes. The chance of winning a prize appeals to just about everyone. At the very least, they'll open the envelope to see what they might win if they respond.

The idea behind a sweepstakes promotion is to get potential customers to respond whether or not they actually make a purchase. When they enter the sweepstakes, they'll start getting the mailings leading up to the final drawing. They'll keep reading about your product, and there's a good chance they will eventually make a purchase.

Before you decide to go the sweepstakes route, check with your local government or a lawyer so you don't violate any regulations.

When you're ready to proceed, make the promotional material colorful and fun. Offer the option of entering the sweepstakes without having to buy; remember, you just want to get customers into the loop.

Of course, your motive is to promote your product. Dispense information for entering the sweepstakes throughout the package you're sending out.

Customers will have to go through it page by page, reading about your product as they do so. Require that entrants answer one or two easy questions about your product. And, of course, have the prize ready.

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