Circulation Ad Tip #2

MAKE YOUR MAILINGS INTERACTIVE

When you involve, entertain and address your audience's specific needs, you can boost your response significantly. Lasered copy which imaginatively incorporates personal references such as name, address, expiration date, etc. is an effective way to do this -- as long as it isn't patronizing or overbearing. Evoking themes from the magazine and directly relating them to the recipient also works well. To give you an example, note how this package we created for Sports Illustrated pulls the reader in with personal references and engages his attention throughout. The effort unseated a five-year control: