When Bigger isn't Better

A4 is, of course, twice the size of A5.

So you might think an A4 leaflet would get double the A5’s results.

However, advertiser Philip Sainsbury checked every print study going back 100 years.

He discovered doubling an advert’s size only increases results by 21%.

Smaller ads are more cost effective.

The formula is surprisingly consistent. It follows a predictable “square root principle”.

Here’s how it works:

Suppose you have a successful A6 postcard. Each time you use it, you get 75 replies.

Now what if you ran the same leaflet as A4?

Your leaflet would be 4 times larger. But you won’t get 300 – 4 times – the replies.

Following the “square root principle” – the square root of 4 is 2 – you should only expect to double your results and get a ‘measly’ 150 replies.

Factor in the extra printing cost and I’ll bet the A6 leaflet gives you a better return on investment.

I see this with clients all the time. They cannot believe the power of smaller.

And small leaflets are perfect for testing new ideas and experimenting with different offers.

Interested?

Just send me a quick reply to find out more.

When Bigger isn’t Better