The Brochure Legend Lives On
Do brochures — long accused of lacking intimacy — have a place in direct-mail fundraising?
“I see,” John replied. “That section failed, right?”
“Well,” the client said gingerly, since John was rather famous in the business, “what happened was that the section without the brochure did 30 percent better than the sections with the brochure.”
“I assume that you will re-test!” John replied.
“I’ll keep you informed,” the client cut him off.
- Companies:
- Craver, Mathews, Smith & Co.
- Places:
- Cincinnati
- New York City
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