A Good Deed for the Boy Scouts

This package beat the control and produced an 8.48 percent response by involving prospects with the sign-and-return Scout oath; adding the Scout law bookmark freemium; reproducing BSA sayings eight separate times; and featuring copy that doesn’t get in the way of BSA’s widely respected materials.

Tom Meyer is a freelance copywriter who has written more than 100 direct-mail control packages. He was former creative director of Polk Direct. You can reach him at justincredibletom@msn.com.