Developing this acquisition piece was like revealing a hidden treasure. As with every direct mail job we take on, we started by reviewing the client’s past creatives. After careful analysis, we concluded that the customer did not get a complete picture of all the investment tools that make a subscription to the ValueLine 600 so valuable. Therefore, we recommended including a component that was missing from Value Line’s previous mailings — a brochure. Result: This new component added tremendous value to the package because we were able to talk out many new details/benefits of ValueLine 600 to a potential subscriber. We combined the brochure with a new and stronger outer envelope teaser, a 4-page letter with an engaging new story, and a new lift note to give the package the most pulling power. What happened? We tied control (no mean feat), and the client is doing more testing. Our package just may end up being the new control!