Myron Gould

Like candy bars and gum in the supermarket checkout line, inserts work on impulse. The viewer needs to immediately comprehend the offer and product or service to make the decision to respond. While it’s true that larger insert pieces provide marketers with more creative options, the overall objectives of commanding attention and delivering a clear proposition remain the same for any type of insert, says Myron Gould, a direct marketing consultant and professor at New York University and Fashion Institute of Technology. Here are some pointers for writing and designing your insert to achieve the maximum effect. The Headline is Key To draw

By Noelle Skodzinski Last month, an insert for Columbia House DVD Club appeared in a Dell consumer catalog and another for Real Simple magazine turned up in a J. Jill catalog. We suspected this could be an indication of more things to come, and we were right. A Linens-N-Things welcome-to-the-neighborhood mailing arrived in the mailbox with two friends in tow: an insert for American Blinds, Wallpaper & More and an insert for Bellawood floors (910LINTHI0204). The Linens-N-Things mailing (received by the Who's Mailing What! Archive in February) included a letter with a tear-off 20-percent-off coupon, and a "First Things First—New Mover's Checklist," which lists

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