Selling a yearbook is fairly cut and dry, but offering personalization packages adds a level of complexity and confusion that may potentially delay, or even prevent, sales. We found two big opportunities to simplify and clarify ordering options. The first opportunity was on the sell-sheet. Missing information and inconsistent language made it difficult to navigate the page. We consolidated the information to help guide the sale. The second opportunity was on the follow-up postcard. Repetitive language was removed and, as there was no envelope in which to mail back a postcard order form, we directed individuals to the website.

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