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The Problem: The Company sold a line of wellness products, mostly in the US, via a field of IBAs (Independent Business Agents). Over six years, many once active IBAs had lapsed into inactivity. More became complacent because their early entrance into the now outdated commission structure was delivering commissions based upon seniority, not merit. The commission structure to the field was too rich to be sustainable. It had to be changed and this change required a strategy and materials to deliver the information.

Solution: The Web had developed over the six years the company had operated so that the package the company now provided new agent: a web site, ordering and fulfillment, coaching, a considerably deepened product line, etc., was highly valuable. I had recently been instrumental as the copywriter for the Company in a re-branding and standardization effort led by a former managing partner of Palmer Jarvis ad agency, so I had a new logo and colors to work with.

The new Pay Plan needed a slogan that succinctly reflected the company's mission to provide wellness products and deliver compensation to the agents who sold the products. It needed to be brief and punchy for good recall, but it had to carry a strong message with a few words.

I often find these answers are uncovered like a sculpture after you chisel away and define a shape. The result here was Pathway to Profits and it literally fell into our laps as I brainstormed with graphic designer Brendan Mclean. I knew in my gut we had a winner in that very second but it took lots of mental chiseling for that phrase to show itself. The Pathway portion could contain the methodology and the Profits the outcome. Even the double "P" alliteration would assist recall. (It actually became an acronym when used in the field- in use it became simply - P2P.)

So I had the container for the project. We set to work on trifold to explain the message and which could be used afterwards for the IBAs to develop new business. However, the company imagery was quite outdated so I sourced royalty-free photos that reflected active lifestyles and sales training. I developed copy that explained, simply with illustrations, the steps that an IBA could take to achieve success. Brendan did a great job with design touches, particularly with the graphs in bringing them to life. We had the brochure we needed.

In order to re-stimulate the lapsed IBAs, I wrote a "Win Back Sales" letter, describing the many enhancements now provided that made building their business so much easier. The call to action was renewal of their $40 annual administration fee. This action would demonstrate commitment and open the pathway to deliver enhanced sales training and frequent contact. I showed all the features and benefits on one side using the headers from the P2P brochure and a letter from the President on the other with a time limited offer.

Result: The production and mailing costs were about $7,500 and the return on investment was in the neighborhood of $90,000.00 over two weeks, plus a larger than ever active field of motivated independent business agents.