Robert George

By Paul Barbagallo To inject more life into your direct mail control, sometimes you just have to think big. Not necessarily "big" in the literal sense, but big in terms of offer, creative and overall marketing strategy. When faced with the challenge of beating Trailer Life Books' long-term control mailing for its "Ten Minute Tech" roadside guide for recreational-vehicle enthusiasts, freelance copywriter Josh Manheimer did just that. Partnering with freelance designer Robert George, Manheimer created a #14 envelope package that indexed at 354 after an initial test in January 2003, and has been the control ever since. Before the book publisher enlisted

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