The Journal of Investing, published by New York-based Institutional Investor, is aimed at a variety of investment professionals with different titles and responsibilities.

THE PROBLEM: How do you write a strong promotion that targets a multitude of disparate job titles in a conservative business environment?

MY SOLUTION: I wanted the copy and the design of the direct-mail package to be low-key in tone but rich in content. Something with flair, not flash.

I decided on a classic benefit headline for the #10 outside carrier envelope:

• A complimentary issue.
• The no risk/high reward way to successfully manage investments.
• Exclusively for you..inside.

On the back of the envelope, I added this:

Plus – we have a "special value" gift for you. See inside.

No matter which side they looked at, prospects would be confronted with a strong incentive to open the envelope.

I wrote a two-sided letter that mirrored the crisp, professional can-do tone of the journal.

In place of a salutation, the letter began–

"Because you are a strategic thinker in the world of investing–"

The lack of a formal greeting allowed me to address all prospects in various positions and started the sales message faster.

The first section of the letter stoked the prospect's interest with copy about the free gifts, then built on the feeling of exclusivity by stating that the prospect "is an ideal JOI reader: sophisticated, bold, inquisitive–"

Readers always like to think the best of themselves. Leveraging this psychological insight is a powerful copy tool.

I continued the letter with plenty of "you" copy and reader benefits, described how the prospect would prosper with the journal's practical strategies, and concluded with a strong call to action.

The package also included a powerful brochure, lift note and easy-to-use reply device.

Finally, in an effort to generate even more subscriptions at the lowest possible cost, I wrote and designed a pass-along double postcard.

I created it as a miniature version of the package with a special note from the publisher on the front panel, concise but strong benefit copy on the second panel, and a detachable reply device.

THE RESULT: In its first mailing, my package beat the old control 3-to-1.

But that's not all. The publisher got the closest thing to a dream package possible–

Not only did it succeed out of the gate, but this promotion proved to be a durable workhorse.

It remained the control and brought in new orders for a remarkable four years.

Gauri Goyal, the then-publisher of JOI, summed up my work this way:

"We are in the process of working on our fourth project with Robert Lerose. Robert has provided us with both copywriting and design services ranging from promotion letters to all new direct-mail packages to renewal/invoice materials. We have been consistently pleased and impressed with Robert's work on each project and plan to continue to work with him in the future. Robert's work is extremely thoughtful, creative and performed in an efficient and very professional manner."