Book-of-the-Month Club: Member Acquisition
The solution: Pitch our relatively tiny selection as something welcome, intimate, exclusive: "Your own private little bookstore." The size of the package (a 5.5" x 6" self-mailer) and the homey illustration reinforced the concept. From there, the tie-in to our standard up-front offer--the "big sale" of 4 books for $1--was a natural. And on the inside I included numerous footers that read like "staff" recommendations of the sort you might receive at a small, independent, neighborhood shop.
The result: This package beat a long-time control by more than 15%.