The Grand Controls - A History
•How are your competitors selling their products? What are the price points, copy points, design elements? Does your current effort call attention to all the benefits?
•Can you look at "best in class" in other categories of mail and adapt them to your offer? For example, while I have analyzed to death the "Two young men..." letter for The Wall Street Journal, Seattle agency head Bob Hacker took a fresh look in the January 1997 issue and came to the conclusion that Martin Conroy had taken a basic fund-raising model and adapted it to a subscription effort. For his long-term control for the Advance Financial Services home equity offer, Herschell Gordon Lewis used techniques that have proven successful in magazine subscription mailings.
The Axel Archive Today
Currently, the collection of Axels numbers around 450 and extends across many categories—publishing, financial services, fund raising, business-to-business products and services, associations and memberships, merchandise, clubs and continuities, children's products. Not included: Catalogs and seminar/conference offers. Catalogs continually change covers and products; seminars and conferences are never the same from year to year.
What is included is a wide variety of formats, ranging from simple double- and triple postcards to elaborate sweepstakes and magalog efforts.
The DM Source direct mail library is the result of 15 years of collecting and analyzing mailings and represents tens of billions of dollars in testing. The Axel Andersson Awards are the pure cream that have risen to the top.