Bernie Schaeffer built a solid reputation with his quality investment advice. To increase his newsletter Option Advisor’s subscriber base, he’ll need to capitalize on that reputation, recommends DG art director Kathie Alexander.

The Option Advisor is currently delivered in a white envelope with a flyer and reply card. Says Alexander, “The envelope is boring. There’s nothing to make me want to open it.” Since Ed McMasters, marketing copywriter and graphic designer for Schaeffer’s Investment Research, says the group has no technical or budget limitations, Alexander advises a complete repackaging of the newsletter.

To entice customers to open the package, Alexander replaced the existing flyer (which wasn’t viewable outside the envelope) with an insert that sells with bold colors, intriguing offers, and a recognizable portrait. The insert can be placed over the newsletter, with the two polybagged in a clear sleeve rather than folded into an envelope.

To grab attention, Alexander advocates using a picture of the owner on the front. “He has a recognizable face since he appears on so many TV spots,” says Alexander. “A friendly and professional photograph with Schaeffer making eye contact with his audience will grab attention.” She recommends using a photo like the one at right as a guide.

McMasters said the original piece “seems to be getting tired, and the copy could use updating.” He wants the new look to be more colorful and eye-appealing. To achieve this, Alexander chose red and yellow for a bold color scheme that’s hard to miss. She added impact by highlighting testimonials, action words, and a money-back guarantee in the copy. The insert also makes it easy for customers to sign up to receive the newsletter—a tear-off postcard replaces an unnecessary envelope used for signing up by mail.

As McMasters requested, the Option Advisor will be “open for success” with a new layout, replacement of unappealing envelopes, strong imagery, eyecatching colors, and solid sales draws.

1. Original Schaeffer’s Investment Research uses a plain white envelope to hold its self-promotional newsletter. The group needs a persuasive direct mail piece to make customers want to open the package and find out more.
2. Rebranded piece DG art director Kathie Alexander suggests the driving force behind Schaeffer’s Investment Research, Bernie Schaeffer, have a professional photo taken, using the photo on the right as a guide. Image 23061205, Comstock Images
3. Fonts Both legible and professional, Myriad Pro offers a number of weights to use.
4. Colors Red calls people to action. Yellow is the first color that the human eye notices, and it can enhance concentration (which is why it is used for legal pads).
5. Portrait guidelines People appear heavier in red clothing. Blue clothing often symbolizes loyalty and trust. Blue also represents coolness, knowledge, loyalty, intelligence, and masculinity. 6. Impactful Action words like hot, free, exciting, new, essential, informative, and inspiring add impact. 7. Make it easy To pull the reader in, direct mail graphics have to lead the eye into the benefits and the call to action. 8. Get to know USPS standards Your printer can recommend paper stocks, sizes, coating, and mailing options to ensure USPS regulations are met.
9. Format The new insert is placed in front of the newsletter and then polybagged in a clear sleeve. The ad’s offer can easily be changed, or a great draw like a free issue can be sent out to help increase the subscriber base. 10. Highlight benefits Incorporate customer testimonials—people like to hear what others have to say about a product or service. They’re friendly and a fun read. A guarantee is also reassuring. 11. Black Adding some black to the insert makes the other colors appear brighter.