Alisa Fogel

The sales letter is the most logical place for story-telling in a direct mail package. After all, that's where people expect to be reading long copy. But there's also a way to incorporate the same drama into your brochure, without weighing down this element with lots of text. The marketing challenge for the Thomas Register, a directory of North American manufacturing companies that is available in print, CD-ROM and DVD-ROM format, is to make tangible the benefits of an information tool. Pictures of book covers and CDs are not all that exciting. What does make the Thomas Register's prospects' hearts race

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