Odd title, but I couldn't think of a better one

Here's the background...

We have a 12-page mailing piece (natural Arthritis supplement) which has been working pretty well. The problem is that we have run out of decent lists to mail to (including a number of lists that we have mailed 2/3/4 times), so we have an idea to run a lead-generating display ad in a few targetted publications. The respondent will call a 24-hour line, leave their name and address and will receive a 12-page report by first class mail. We are 'assuming' that we can use the mailing piece as the 12-page report, even though, strictly speaking, it's not a report - - but then again most of the 'reports' that are advertised aren't reports either, just disguised sale letters.

My question is this;

Have any of you ever had to significantly alter a mailing piece in order to make into a free report???

My hunch is that 'Yes' it will need to be altered to take account of the different preparedness of the reader (one is getting a mailing piece out of the blue, the other is expecting a report within the next few days). However, my inherent laziness hopes that the current 12-page mailing piece can be used as a jack-of-all-trades without too much of a hit in response. Any thoughts?

Thanks,

Garrett

Hi Garrett:

I'm a copywriter specializing in the alternative health industry, and I know exactly what you're up against.

With some editing, you can easily transform a 12-page mailing piece to a Special Report. Is your mailing piece a magalog? Or a 12-page letter sent in an envelope? You may have to make a few format changes and add a couple of sections of new material, but it's definitely do-able.

Good luck!