Designer: Kathie Alexander
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.
Research uses a plain
white envelope to hold
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
the driving force
have a professional
photo taken, using
the photo on the right
as a guide. Image
Both legible and professional,
offers a number of
weights to use.
Red calls people to
action. Yellow is the
first color that the
human eye notices,
and it can enhance
is why it is used for
5. Portrait guidelines
People appear heavier
in red clothing. Blue
clothing often symbolizes
loyalty and trust.
Blue also represents
Action words like
hot, free, exciting,
new, essential, informative,
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
Your printer can
stocks, sizes, coating,
and mailing options
to ensure USPS regulations
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
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.
Adding some black
to the insert makes
the other colors