4 Signs of the Voucher's Evolution
For Farmington Hills, Mich.-based copywriter and designer Todd Lerner, it's about better communication. "For voucher packages, we often like to separately include a simple, good-looking, little brochure—the idea is to contrast the transactional offer-promoting form with a subordinated, sexier piece showcasing the product and conveying the brand value," he says.
4. Not forgetting about the real thing!
I would be remiss, however, if the case for the return of the standard acquisition package wasn't made. "I understand why people use them, but I don't think a voucher is any substitute for a real direct mail package. I'd rather use a letter and order card in a #10 outer," declares Tyson, who says that nothing has ever worked better to sell magazine subscriptions than a traditional package.