Put your strongest benefit on the cover. Otherwise, they’ll never open it to look inside.
Show a photograph of your target market on the cover. The first question anyone will ask when he or she picks up your direct mail is, “Who is this for — for people like me?”
But remember the 20 percent rule. Show photos of people who are 20 percent younger than your target market, 20 percent more attractive, 20 percent better dressed — because that’s how most people see themselves.