No matter how compelling your copy, an effective direct marketing campaign always includes a photograph of the offer. For a modest investment (usually $500 or less), a photograph provides the reader a tangible image of the offer and makes it much more "real" and therefore, more attractive. For example:

• In an upgrade or mail order campaign, always include a photo of the physical product (including any premiums, bonuses or free gifts.) If your product isn't shrinkwrapped, show the diskettes or CD-ROM anyway.

• In a lead generation or channel development program, photograph the white paper, demo disk, case studies, product literature, or whatever information you're offering the reader. If you haven't written the white paper yet, or your brochure isn't back from the printer, create a color "mock-up" and use it instead.

• For a seminar, workshop or conference invitation, include a photograph of whatever material - product information, presentation slides, white papers, coffee mug - is provided to each attendee. For free events, this type of incentive is often what it takes to make attending a "no-risk" proposition.

Remember: illustrations or scans may be cheaper, but they rarely look "real" and therefore don't have the same effect. Paying a professional $400-500 to shoot even a simple desktop shot is an investment that will easily pay for itself.