Beat Your Control
• Is a new format in order? Sometimes the best idea is to use a totally different format—as in the case of a skin care company using a catalog for prospecting. Not only was the catalog a costly format, it failed to focus the prospect’s attention on the three products proven to be the most popular with first-time buyers. These products were buried in the 28-page catalog. However, in a solo mailing, they became heroes and generated more first-time customers and customers who spent more.
One final note. You may be wondering about the B-to-B marketer in Denver who wanted help beating his 10-year control. The control and two test packages mailed earlier this month. Stay tuned for results!