Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

Apparently, yes. The package bombed. We had a heck of a time sourcing the straws and finding a vendor that could affix them, and it became expensive.

Why It Bombed: The teaser didn’t really demand attention or tie in with a key benefit. You really had to read the whole story to see how the straw related to what the client did. It didn’t focus enough on the core offer — the uniqueness of its world-class research and medical treatment. It was all sizzle and no steak.