Especially brochures. This is where your prospective customers decides yes or no to doing business with you. Within the six panels of a twofold brochure lie reasons to get the customer to "Yes." Including untold reasons like ease of factual organization, tone and manner, and layout effectiveness.

Take a look at Kaiser Communications' small, inexpensive (two-color), easy-to-read brochure. These six panels have turned more than one browser into a client.

Since the actual example is worth far more than any explanation, click for the .pdf file of the brochure and check it out now.

It's the crossability challenge of the year!

Challenge: Get the attention of doctors with direct mail. Then sell, sell, sell.

Big Idea: In a transparent envelope that doesn't need opening to be read, two micro photos show that the Cordis product is far superior in ways meaningful to the surgeon. The message is delivered instantly.

Bottom Line: The new TransTaper tip is an immediate success, passing the competitor's Swift tip within two months of introduction.

Put yourself in the doc's shoes. If possible, watch her go through her mail.

In this case, we found it cost little extra to make sturdy transparent envelopes that needn't be opened for the contents to be read.

Add a meaningful, competitive headline and you've made your sale.

Challenge: To get overworked catheter lab supervisors to install Cordis software which gives advantage to Cordis products.

Big Idea: All lab chiefs feel they're overworked. This graphically demonstrates all the different jobs done with different hats.

Inside this eight-page brochure, the Cordis software wears the hats for "immediate, efficient, cost-saving management."

Bottom Line: The reader's immediate identification with the lady in the brochure pushed quick action on the software and long-term relationship building.