Samples

Click on any of the five categories below to view samples of my direct mail work. You’ll see that some of these samples are older than others but they all provide a good representation of my writing style and show how I approach a project.

Click on the category of most interest to you—Membership, Fundraising, Financial, Business-to-Business or Consumer—and take a few minutes to review the samples. Once you’ve taken a look, give me a call and let me know what you think.

Hugh

P.S.  You can find a partial list of the clients I’ve served over the years at the  bottom of this page.

Membership


Howard JohnsonControlled by the same company as September Days, its managers wanted a package to mail to the same audience with nearly the same offer as September Days. You’ll see the similarities yet the package has a completely different look and captures the nostalgic appeal of Howard Johnson’sSeptember Days ClubThis package was the control for this senior’s discount travel club for more than eight years. Never beaten, it was finally retired after a change of ownershipThe American LegionOne of the nation’s most respected veteran’s groups, this package sells the benefits of membership and beat the control in both front-end and net response.

Fundraising


GreenpeaceA Gold Echo Award winner, this package’s objective was to raise the money needed to replace the Rainbow Warrior.L.A. MissionThis long-time control offers an unique invitation for you to visit Skid Row. We personalized the package to serve the needs of charitable missions all across America.Amnesty InternationalTaking the concept of freeing all prisoners of conscience down to the level of helping one man, this package provided breakthrough results by showing the reader they could make a differenceNature ConservancyOften, an organization tackles a problem that seems overwhelming and the prospect doesn’t understand how their help can make a difference. But this package enjoyed outstanding success by giving the reader “ownership” of one small plot of land.United Network for Organ SharingLet’s face it. Most people don’t want to talk about donating their organs after death even when they agree with the need. However, this letter presents the reader with the opportunity to insure their legacy.Make a WishWhen you share a child’s moment of joy, you can understand the value of making a contribution to the Make-A-Wish Foundation.Bridge2Rwanda“High-dollar” mailing raised $572,950 with a response rate of more than 15% and the average contribution exceeding $22,000! (The package also included a four-color information piece provided by the organization.)

Financial


Downey Savings BankingThis is a collection of work for the Banking unit of Downey Savings.Aames Home LoansThis package proved so successful that it created a logjam in the processing department. Note the plain outer envelope. It beat every attempt to make the package pretty.Downey Savings LendingSamples of my work for the Residential Lending unit of Downey SavingsDowney Savings Newspaper AdsSamples of newsprint ads for Downey Savings

Business to Business


Lubrication Specialties, Inc.How do you sell grease through the mail? Show the reader how it will make their equipment run better, last longer, cut downtime and save them money.Florida TrendFlorida Trend gives businesspeople reliable and timely information they can’t get anywhere else. And with this offer, it’s free to try and comes with a lifetime guarantee.TimeValue SoftwareWritten for tax professionals, this software came complete with a free one-year trial, a $50 savings plus a money-back guarantee.

Consumer Offers


Direct TVWhat’s the appeal of satellite television over cable? Here’s 21 reasons to make the change.St. Petersburg TimesSt. Petersburg and Tampa are on opposite sides of the Bay and, to some, that can seem a world away. This letter was to introduce the St. Petersburg Times to Tampa newspaper readers.Disney Movie CollectionThe art director wanted a package featuring more graphics. I wanted a letter that sold the benefits of the offer. The letter won 2-1.EarthlinkA package that doesn’t stop at selling the reasons to respond but shows the ongoing benefits of subscribing. PeoplePC OnlineThis letter sells fast, reliable Internet service and shows why you can trust a company you’ve never heard about.


My goal is simple – to make you money. And over the years, I’ve beaten the control mailings and increased the direct mail profits of clients like:

  • The Nature Conservancy
  • Aames Home Loans
  • Days Inn Hotels
  • Holiday Inn Hotels
  • Ramada Business Card
  • Quicken
  • EarthLink
  • PeoplePC Online
  • Downey Savings & Loan
  • The American Legion
  • National Committee to Preserve Social Security and Medicare
  • Greenpeace
  • Disney Movie Collection
  • Project HOPE
  • Help Hospitalized Veterans
  • Amnesty International
  • L. A. Mission
  • Mayo Clinic
  • Disabled American Veterans

My work has earned two Gold Echo Awards, an Echo Leader Award and Pioneer Award. You can find samples of my work in the publication, World’s Greatest Direct Mail Sales Letters (NTC Publishing Group).