MagicBus.com is a technology company specializing in internet lead generation and search engine optimization. With their proprietary Ethosite Lead Generator software, they develop and implement effective marketing strategies that consistently generate targeted and qualified leads for their clients. They sought to create a low-budget self-promotional piece aimed at small business owners that cleverly and uniquely promoted their services.

To keep client costs low, I decided on a final project size that would easily fit into a standard #10 business envelope. I also designed the project to be printed in black and white to reduce printing expenses. Next, I needed to find a way to encourage potential customers to open the envelope and explore the contents. Including a small object inside could spark their curiosity enough to investigate further. The object I chose had to be lightweight, low-profile, inexpensive, and directly related to the message I wanted to convey. Since a primary concern for small business owners is finding ways to outpace their competition, I needed to create a headline that addressed this motivation while also connecting to the specific object included. I could convey the message uniquely and memorably by using the right headline and attaching the client's business card and the perfect little item in a simple before-and-after scenario on the back. The finished project was mailed in a plain envelope with a personalized letter on company stationary outlining the features and benefits of services offered by MagicBus.com.

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