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This chapter is from the book

This chapter is from the book

A flying flier

Create an unforgettable mailer, one that sails into readers’ hearts. | By Chuck Green

Whoever receives this “flying flier” will be able to fold it into a great-looking airplane and be delighted in about a minute. What makes it so easy is a series of strategically placed numbers; the recipient folds the numbers face to face, and it’s ready for take-off. The obvious benefit to you is that this irresistible puzzle gets your prospect totally involved with your message.

You begin by re-creating the pages shown here as accurately as possible on a standard 8½ × 11-inch sheet—fold lines, numbers, and instructions—everything but your marketing message and the blue grid lines (the half-inch grid shows you exactly where to position the numbers).

Once you have all of the numbers and lines in place, you can place your message as shown or study where each part of the page ends up on the folded plane and design your own—the sky’s the limit.

The marketing challenge is to link your message to the airplane metaphor (such as “plane and simple”) using the basics of any successful direct-mail piece—informative text, an attractive offer, and an obvious, easy way to respond. Print the final version on high-quality, letterweight stock and hand it out, mail it flat, or fold it like a letter and deliver it in a standard No. 10 business envelope.

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