Not every direct mail package needs a brochure or insert. In fact, the elimination of a costly brochure/insert is one of the first direct mail package elements to test. If your success depends on an insert, however, there are 3 things to concentrate on first to insure it works hard for you.
1.) Illustrations are key
From a graphics standpoint, make sure your illustrations help you sell. They are not just for decoration. Illustrations, charts, graphs, and photographs not only demonstrate your benefits, they also "lead" the eyes to key points. They have a specific purpose, so use them wisely.
2.) Headlines and Subheads
The two most read pieces of copy in your brochure are headlines and subheads. Make sure they speak to the reader: full of benefits and promises. Subheads pace the copy and outline the "story" to the reader.
3.) Captions have a purpose
Captions are the third most-read pieces of copy in a brochure/insert. Don't waste them by simply telling the reader what they are looking at in the photo or illustration above the caption. People know what they are seeing. Instead, use captions to romance the photo and amplify the benefits.
