Based on the insight that people who read a lot are more likely to harbour a secret desire to become great novelists themselves, we decided to target 1000 carefully selected members of the Exclusive Books loyalty programme, Fanatics. We thought that by targeting Fanatics members with a mailer, our response rates would be higher than if we had advertised with posters in-store. Out of 1000 mailers, we anticipated, realistically, 200 entries.