Grainews $5 Promo Unaddressed Envelope
This was part of a breakthrough test to drive subscription sales for Grainews, a farm newspaper known for it's practical how-to content. What's more practical than a duct tape wallet with real money inside?
Grainews $5 Promo Sales Letter
Grainews was also known for a somewhat humorous style, at the time, so I adopted a somewhat tongue-in-cheek tone with this package, taking on my "evil stingy boss" and fighting for the farmer!
Grainews $5 Promo Order Form
With direct response advertising, you need to disrupt over and over. To do that the various elements of a package should have some unique visual elements so the reader looks at everything and your package can close the sale. If everything all looks too integrated, it just looks like too much to read.
Grainews $5 Promo Product Brochure
This brochure also looks different from the rest of the package but provides a visual sample of the kind of content the subscriber can expect; it also focuses on the positioning of the paper as one that shows you how to do everything.
Canadian Cattlemen Ward off Invaders Promo Envelope
This promo for Canadian Cattlemen was designed to appeal to cattle ranchers concerns about invasive weeds that can ruin their pastures and even make their cattle sick. It also plays slightly off of the crazy movie Cowboys and Aliens. It was very successful and remained the control package for three years.
Canadian Cattlemen Ward off Invaders Promo Sales Letter
This sales letter continues the theme introduced on the envelope. Unusually, this version, with no personal signature from the "writer", outpulled versions that included a signatory! This is not typical of direct mail but in this case, worked. Testing who the letter is from is always worth testing at some point in a series.
Canadian Cattlemen Ward off Invaders Premium Insert
This piece fulfills the promise made on the envelope and the beginning of the letter. It features a weird photo of a weed that draws attention because the rest of the package looks more polished. The piece itself is also disruptive because it uses different fonts and colours than the other components. As noted earlier, with direct mail it is important that every piece attracts attention to increase the likelihood that the reader will look at more of the complete sales message.
Canadian Cattlemen Ward off Invaders Product Brochure
This is a simple one sheet that showcases the product in a different way from the rest of the piece. Again, in order to increase the chances that the reader will look at "something" in the envelope and get drawn in with various benefits and value propositions.
Canadian Cattlemen Ward off Invaders Order Form
This plain looking order form evolved from earlier control packages but continued to work with this package, even though, the order form originally was used in a simple order form only mailing. It has the look of something that should be paid and signals immediately, "here's the place to actually order".
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