Direct Mail Effectiveness —Farquharson/Tedesco
For example, if you have two distinct business lines, an accordion-folded piece will allow you to describe one business line on one side and the other on the second. (A wraparound panel will reduce USPS-required tab seals!) Or, if you’re trying to appeal to window businesses, use a gatefold design that opens like a window. If you have gold, silver and bronze levels of service, consider a step-down accordion fold so the form assists the function. We strongly caution you not to say, “That’s a neat piece; let’s fit our message to it.” You might end up with a sheep in wolf’s clothing.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
