Testing Corner: The Power of the Visual

Testing Corner: The Power of the Visual

Let me share a B to B test I did for lead generation.

I created a magalog for a software security company called SurfControl. A magalog is a direct mail piece that looks and feels like a magazine—but it’s a sales piece (see my video briefing here).

The magalog was for one of their products called SuperScout, a corporate security solution.

The goal was to design a cover that got past the mailroom and other such gatekeepers and get on the desk of the high-level decision makers.

Test: We designed two covers for the magalog. Both were designed to inform the decision makers of the dangers of poorly protected corporate email systems.

Version A had a striking central image that evoked an emotional response:

Version B opted for a thought-provoking sensational headline:


Results: One of these two covers generated an incredible 24% more response than the other.

Can you guess which one?

If your guess was version “B” – you’re right.

If you would like to hear more about why version B won- and how you can create a powerful magalog for your next marketing campaign, give me a call at (310) 212-5727 or email Caleb at caleb@cdmginc.com.


Here are the rest of this week’s articles:

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