The Inc. Network: Reader Responses

Reader-to-reader advice.

When Bob Kochman was having trouble getting customers to return his surveys, he turned to readers for remedial strategies ("Anyone Out There?" June, [Article link]). Here are three:

* * *

We tell prospective respondents that for each response we receive, we will donate money ($2 per return) to a local charity. By highlighting our payoff right on the questionnaire ("Your response will help provide free education for poor children"), we've increased our response rate by 10% to 15%. The idea also lends itself to good public-relations exposure once the donations are made.

James P. Reinnoldt

Managing Director

Northwest Airlines

Bangkok, Thailand

* * *

We have dramatically increased the response to our mailings by enclosing a coupon for a free product or service in exchange for returning the survey. Warning: before you use the results in an ad campaign, consult your attorney, accountant, and marketing specialist.

Michael Barrett

President

Barrett Advertising

Lancaster, Calif.

* * *

Dale Carnegie said it best in How to Win Friends and Influence People: give honest and sincere appreciation, and make others feel important. If it's done professionally, a signed cover letter thanking the customer for his or her time and effort will send your rate skyrocketing. It's given us rates as high as 28% on written surveys.

John Rodgers

Director of Research

Diagnostics Plus

State College, Pa.

* * *