Velux are known for making windows. So 1500 builders’ merchants were surprised to receive this mailer for the new Velux Solar Hot Water system. I wrote the outer teaser headline and a minimal brochure to intrigue and encourage requests for the full, technical manual. And it worked – a 19% response rate in the first week alone kept Velux busier than they’d expected, along with an impressive 9,000 responses to the trade press ad based on the same creative.