Free Is The Key,

You should always present the offer as something of value and something of importance. Free is the key. Many people believe that "free" is the most important word in advertising and direct marketing. It's certainly the most important word when it comes to describing your offer. If you are offering something for free-shout it! Almost always start the headline on the reply card with the word "Free." It will almost always increase response. Plus, use the word "free" as much as possible within the other elements of the direct mail package, or within the advertising copy.