How did I get to be so smart, intelligent, and bright?An age-old and very effective tactic of getting the attention of the recipients of your direct mail promotions is to compliment Not to be confused with Complement. Compliment may be
But it's a safe bet that noting the recipient's intelligence will not backfire, since even the dolts among us will gratefully blush blush n. A sudden and brief redness of the face and neck due to emotion; flush. blush v. . Two examples of that tactic recently caught my attention. The New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Times This week we received a triple postcard--a handsome one at that--with this bold headline dominating the back of the card: You read The New York Times. That's followed by this much smaller head: You're too smart not to read on ... Unfortunately, I'm not smart enough to take them up on their offer to join the TimesPoints shopping and dining program. But I did fall for the compliment and I did open the wafer-sealed postcard. Free Inquiry The "iconoclastic i·con·o·clast n. 1. One who attacks and seeks to overthrow traditional or popular ideas or institutions. 2. One who destroys sacred religious images. " (their word) magazine Free Inquiry has creatively updated the classic sales letter opening line, "If the list on which I found your name is any indication...." It's also a good example of how to be up front about using rented mailing lists An automated e-mail system on the Internet, which is maintained by subject matter. There are thousands of such lists that reach millions of individuals and businesses. New users generally subscribe by sending an e-mail with the word "subscribe" in it and subsequently receive all new (although I suspect the list they found me on was their own expires database). Here's the opening of the 2-page sales letter from Free Inquiry editor Thomas Flynn Thomas Flynn (born 8 July, 1931 is a Roman Catholic bishop of the Diocese of Achonry[1]. Bishop Flynn is the longest serving of all the Irish bishops. He was born in Ballaghaderreen, County Roscommon Ireland. :
Dear intelligent reader,
There's something I like about you. Maybe it's a cause you contributed
to, or another publication you subscribe to, or a petition you had the
courage to sign.
Whatever it is, I'll make no bones about how I got your name and
address. You landed on the sort of mailing list that told me you're
probably my kind of person--a list of people who are especially
bright--independent thinkers with social consciences and an active
interest in why individuals and organizations behave as they do.
And that makes you the kind of person I'd like to see reading the
magazine I edit, FREE INQUIRY.
Pretty effective copy, huh huh interj. Used to express interrogation, surprise, contempt, or indifference. huh interj an exclamation of derision, bewilderment, or inquiry ? I'm repeatedly complimented for possibly contributing to a cause, for my courage, for being especially bright and independent, for having a social conscience, and for having an active interest in how society works. This is one for your swipe file Bookcoach 15:16, 9 October 2007 (UTC) A swipe file is a collection of tested and proven ads and sales letters. Keeping a swipe file (templates) is a common practice used by advertising copywriters and creative directors as a ready reference of ideas for projects. , if you're as smart as I am. |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion