We created a design that would stand out from the enormous amounts of direct mail that small business owners receive. Inside the translucent blue envelope are a pamphlet, cover letter and BRC. The pamphlet features a 'Five Minute Diagnostic Test' written to engage the prospect with a valid assessment of their business management style. For mailing in the BRC, the prospect is promised a free management strategy guidebook. Already addressed, the BRC simply needs to be dropped in a mailbox. The response process ensures a sales visit, because the premium is personally delivered to the prospect by a salesperson.

This campaign earned an astonishingly high rate of enquires, especially considering that the prospects where literally inviting salespeople to come visit them. Out of 37,000 mailings, the final response rate was 10%. Considering that our target for success was response of 5%, the campaign was a definitely a winner.