Archive for April, 2011

Is Your Direct Mail Brochure Helping or Hurting?

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With direct mail, it’s often said, “The letter sells while the brochure explains.” With this in mind, it’s important not to let your explanation get in the way of making the sale.

I do a lot of “Beat the Control” work, and whenever I’m up against a package that includes a brochure, my first instinct is to test eliminating the brochure. More times than not, dropping the brochure will increase the mailing’s response.

Why? Because when people are reading your brochure, they aren’t responding. Too often, the brochure becomes a distraction and diverts the reader’s attention from the letter’s call to action.

Yet, there are times when it makes sense to test a brochure.

With some products and services, you can better communicate their benefits with a picture, illustration or (more…)

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