Family jeweler Daniel's uses a conventional slim-jim sales flyer with a very unconventional personalized lift note. First of all, the yellow legal-pad look is actually part of the back cover, rather than stuck to it. Second, the note's very small, as in 1-1/2" x 3", and may almost escape detection. But for those prospects who do notice it, it may work well, for it uses the prospect's first name and then mentions the Mother's Day sale and the special offers that go along with that (Archive code #910-705036-0904).
Another jeweler, Helzberg Diamonds, also went with an unusual tactic to win over prospects. The full-size 8" x 11" sales flyer appears like any other except for a personalized sticker attached to the cover, on the bottom right. The prospect's name and address is printed alongside the local store and its location. It asks the prospect to "peel here and bring in" to receive a free bracelet, and that "cultured freshwater pearl bracelet" is shown in a photo on the sticker. It also says that no purchase is necessary next to an offer expiration date (Archive code #910-400351-0904).
Lastly, sometimes partnering with a nonprofit will attract prospective customers. For Kiehl's, sold through Neiman Marcus and which uses several celebrities in its campaigns, its partnership with the Waterkeeper Alliance is the focus of its current direct mail campaign for a limited edition series of fair trade lotion in designer bottles. The front of its 6" x 8" self-mailer announces in huge type, "Give Back Give Kiehl's" and then in smaller type, "Support Waterkeeper Alliance for Clean Water and Strong Communities" (Archive code #910-171735-0904).