Tear-sheets are a perfect example of a marketing strategy that the travel industry has not taken over yet. It is not often that a recipient opens up a piece of mail to find an advertorial about travel. Not necessarily "selling" anything but instead planting a seed to later be followed up with the 'ask'.
This is an effective way to market travel because of the ability to ask the recipient to indulge themselves in research before ever purchasing anything.
The tear-sheet does this very well gaining their trust, while effectively doing the necessary research for them and packaging it in a cost effective manner.
In an industry filled with jargon that the lay-person can't wrap his/her head around, a copy heavy marketing scheme is important. It gets the message across to the recipient in a thorough, orderly, and understandable fashion.
The tear sheet is a perfect vehicle for carrying heavy copy. The non-traditional format interrupts the recipient and the headline engages him or her, gently leading the reader into the piece. There is ample room to provide as much copy as needed in order to thoroughly and transparently communicate with the recipient.
The idea behind this tearsheet was that it was personalized spelling sale. We misspelled 12 words through out the article and offered $100 dollars off a Cybex home Arc Trainer (or most treadmills, elliptical trainers, and exercise bikes) for every misspelled word identified.
This piece was a variable 9 X 12 tearsheet. With the customers(recipients) name throughout the copy along with stating that he/she bought there first car for great prices.
While with the 9 X 12 we make it look like its part of a larger paper.
This piece was a variable 12 X 18 tearsheet. With the customers (recipients) name throughout the copy. While this piece was focused on great 4th of July Sales.
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Marty Weinbaum |
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I have never met anyone with the enthusiasm and spirit that Tom has. He is always positive and forward-thinking, always looking "outside the box" for solutions. |
...always positive and forward-thinking ...  |
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"If the
prospect understood the proposition, he would not have to be sold
- he would come to buy." - James Patterson, Founder of National Cash Register |
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