Look at a few samples of my direct mail and ads. They've generated hundreds of millions in sales! |
| In a hurry? Glance at the samples below. Want to see more? Click here to download complete samples. |
Direct Mail Packages |
 This Rodale gardening book package is big, colorful, and bursting with excitement. It beat a competing magalog by 45% and rolled out nationally. |
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 FamilyFun magazine isn't published for teachers, but this package turns a negative into a positive and succeeds with style and a touch of whimsy. |
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 It's as ugly as it gets. Ugly envelope. Ugly letter. Ugly order form. But it's ugly on purpose because ugly can create beautiful results. |
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Self-Mailers |
 Sprint seemed happy with the response to their direct mail. But when this new mailer explained the product, clarified the offer, and doubled their response, they were downright ecstatic. |
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 It's hard to make safety training products exciting, but that's just what this self-mailer does. It reads fast, telegraphs the offer, and tells the prospect what he wants to hear ... that his life will be easier with this product than without it. |
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 They were getting a 0.5% response to their lead generator. A few weeks later this little, three-panel mailer boosted their response to 3.0%. That's six times more sales leads. |
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Postcards |
 A free trial + a double postcard = incredibly efficient subscription sales for this craft and hobby magazine. |
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 Postcards are great for generating Web site hits. This one offered a free book along with other goodies to a well-targeted list for a whopping 17% response. |
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Print Ads |
 This advertorial ran in the sports section of an Indianapolis newspaper. It was just a test, but it surprised everyone by selling a truckload of season tickets for the Colts, raising the average sale nearly 35%, and generating an 800% profit. |
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 When USA Today wanted to expand its market, this ad came to the rescue by targeting teachers with an in-class program for their students. It succeeded by showing practical examples and piling on the benefits. |
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 Nothing fancy here. It's a simple black and white ad for a computer company that provides online background checks. But the very day this ad appeared in print, the phone lines were jammed with twice the inquiries generated by former ads. |
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 This one's a classic. Fertilize your lawn with beer. Cut your hair with tape. Light a candle with spaghetti. It uses the Direct Creative "tease and please" technique. It seems to say a lot, but never tells you a thing. You have to order the book to find out all the secrets. |
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 Here's a tour de force in basic ad craftsmanship. Powerful benefit headline. Bold money-back guarantee. Product shot with feature call-outs. Easy-to-use coupon. It's only a coupon organizer, but its promise to help you save money is so compelling you can't resist. |
Sales Lead Mail |
 This high-profile package was mailed to Global 2000 executives to generate leads for a Canadian software company. It used success stories and a feature-packed freebie to rake in the best response in the company's history and millions in sales. |
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 Here's a standard American Express #10 lead generator that offers a free report with a letter/reply form combo. |
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 Handwriting is a powerful technique. So are samples. Both are used to good effect in this two-step package for a laminator company. Here's a hint: to make handwriting come off correctly, use real handwriting, not a font that simulates handwriting. |
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 Selling workers' comp insurance is a tough business. The competition is fierce, often cutthroat. But instead of competing head-to-head, this package used an oversized envelope, a report format, and long copy to differentiate the product and educate the audience. It surprised everyone by producing hundreds of inquiries. |
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Fundraising Letters and Mail |
 Children International had a darn good control that had been producing great results for years. But after a careful analysis, a new version was created that produced 35% higher response with a 20% lower sponsor acquisition cost. What made the difference? Sorry, that's a closely-guarded secret. |
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 This fulfillment package was also a winner. But a few tweaks here and there lead to a tidy 1% higher conversion rate. And when you're mailing millions, that makes a big difference. |
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 Here's a unique twist on raising funds that offered Tulane University alumni a deeply discounted subscription to Fortune Magazine and promised to donate $5 to the business alumni fund. It's just a simple, two-color self-mailer with an envelope attached. |
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 This one leverages the power of school pride to raise funds for an alumni association. And it provides justification for spending money since a portion will go to the alma mater. Very savvy. |
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Brochures, Catalogs, and Sales Tools |
 Newsletters are powerful tools if used correctly. This BellSouth newsletter is a billing insert and cross sells a number of products to existing customers. Newsletters can also be used as a retention tool to educate customers about how to more effectively use your products and services. |
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 Brochures are the workhorse of business. This is simply an example of a brochure for computer scanning software to track retail product shipments. Not exactly a hot topic at dinner parties, but it's what the prospect thinks that counts. |
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 The Ohio Manufacturers' Association was having trouble communicating its numerous benefits to prospective members. They wanted to create an elaborate mailer, but that just wasn't necessary. This simple two-color flyer was inserted with other mail, cost virtually nothing, and generated "calls galore," to quote the client. |
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 This vitamin and supplement catalog includes a newsletter bound in the center with third party product research in a dense, copy-heavy format. It boosted response significantly. The lesson: information sells. |
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