Most direct marketers I know of still use the AIDA formula (Attention, Interest, Desire, Action). Inserts are much more dependant on easy to view, quick hitting copy draw in and hard hitting copy.
An insert has less room that a brochure or tri-fold so you need to stay totally on focus, not letting yourself get diarrhea of the mouth.
If you want to connect quick and fast you need to include one of more of these tips.
1. Have empathy for the recipient targeted offerings, testimonials,
2. Selling in a positive manor
3. Telling a (short) story that compels without pretense.
Another key to a great insert is creating a sense of urgency. The words free or discounted come to mind, if they have a deadline and are real. Then consider the economies. What is the best deal you can make? And after all of that… Make sure your insert is consistent with the lover look and feel of your corporate standard.
Larson note: So many times creative gets in the way of the message, AIDA will save you every time. You got to grab them. Then you have to interest them at their lever. You need to create the desire to ACT. Unless you create the need to act it is all meaningless
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better