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This sets out a detailed analysis of how and why some shared mailing leaflets work incredibly well and others fail completely. It includes details on:

• Ensuring your leaflet is passed on by the school administrator
• Attracting the teachers' attention so that your leaflet gets read
• Using the 3 fundamental laws of direct mail so that teachers keep reading beyond the opening headline
• Developing the Elaboration Likelihood Theory to ensure that your text is read in a way that encourages the teacher to place an order
• Making the best use of colour
• Using PIP postal changes to develop sales in ways that were not possible before
• Combining shared mailings with email and website advertising.

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