ACHIRON/MCTIGUE ADVERTISING & DIRECT RESPONSE

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Circulation Ad Tip #4

IS THERE LIFE AFTER THE
PROFESSIONAL VOUCHER PACKAGE?

For years the professional voucher package has been a
simple, inexpensive, effective workhorse to bring in new
subs. But now that the approach is starting to fatigue,
what's next? Costs and diminishing response prohibit going back to the glitzy, full-blown packages of the past.
The answer may lie in the specific nature of each
publication. It takes some astute creative thinking,
but if you can develop a concept that draws on a magazine's individual strengths in a simple, compelling way, you can surpass even the invincible professional voucher. Here's an effort we recently created for This Old House magazine that did just that:


This Old House New Subscriber Effort - Control Package

Who wouldn't be intrigued receiving an "estimate" from America's most trusted
master carpenter, Norm Abram? That's what we were calculating when we
created this new subscriber effort for This Old House magazine. It was designed
to be a simple proposal and acceptance form of the type you would receive from
a contractor. And it worked. So well, in fact, it beat the professional voucher control!

Let us create a similar profit-boosting control package for you, too.


OUTER ENVELOPE

 

REPLY FORM AND LETTER



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E-mail Mitch Achiron * E-mail Jerry McTigue

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