CLASSY PROMO + EPILEPTIC SENIORS
Before getting on to the DM postings today, let me say thanks for coming back after my few weeks’ blog vacation. We’re now back to regular Monday blogging.
ONE CLASSY PROMO
Like everyone else with a pulse, I get boatloads of credit card promos each month. But one I received recently not only stood out among them…it stood out among all my other mail. It was from Capital One.
What was so immediately striking was the outer envelope. Jet black front and back, with a logo and postal permit printed in silver metallic ink on the face, and the return address printed on the flap in the same way. Talk about compelling. And classy.
They used more metallic ink on the letter, which made their sales points stand out even more. And for good measure, they affixed a heavy cardboard faux credit card onto the top of the letter.
TIP: If your competitors are screaming features and benefits like carnival barkers, try whispering in a distinguished way. You’ll be heard by more prospects than the rest of them combined.
EPILEPTIC SENIORS
Epilepsy Canada caught my attention with their latest package two ways: (1) it was thick, so obviously there was something inside besides a letter (2) the OE asked, “Did you know at 65 the risk increases?”
I didn’t know that seniors are at greater risk of developing epilepsy, so I opened up the package to learn more.
Inside, was notepaper done with the same tea-stain colouration and doily visual that was featured on the OE and the first page of the letter. Because they were talking about seniors, the doily motif made some sense, even if it is outdated by half a century or so.
Complementing the notepaper were blank envelopes. Yep, they too had the same colour and doilies as the other components. So all elements of the package held together well.
And with the copy containing useful information about the increased risk of seniors developing epilepsy, it was an effective one-two punch – visual plus cerebral appeal.
TIP: Go big or go home. Pick your horse and ride it to the finish line. Regardless of which of the preceding clichés you prefer, do what Epilepsy Canada did. Develop a theme and exploit it for all it’s worth. And if you have genuine news for people…give it to them. You’ll keep their interest and you’ll earn their gratitude.
At least you will if your target is anything like…
Dr. Bob
symbiomarketing@telus.net
ONE CLASSY PROMO
Like everyone else with a pulse, I get boatloads of credit card promos each month. But one I received recently not only stood out among them…it stood out among all my other mail. It was from Capital One.
What was so immediately striking was the outer envelope. Jet black front and back, with a logo and postal permit printed in silver metallic ink on the face, and the return address printed on the flap in the same way. Talk about compelling. And classy.
They used more metallic ink on the letter, which made their sales points stand out even more. And for good measure, they affixed a heavy cardboard faux credit card onto the top of the letter.
TIP: If your competitors are screaming features and benefits like carnival barkers, try whispering in a distinguished way. You’ll be heard by more prospects than the rest of them combined.
EPILEPTIC SENIORS
Epilepsy Canada caught my attention with their latest package two ways: (1) it was thick, so obviously there was something inside besides a letter (2) the OE asked, “Did you know at 65 the risk increases?”
I didn’t know that seniors are at greater risk of developing epilepsy, so I opened up the package to learn more.
Inside, was notepaper done with the same tea-stain colouration and doily visual that was featured on the OE and the first page of the letter. Because they were talking about seniors, the doily motif made some sense, even if it is outdated by half a century or so.
Complementing the notepaper were blank envelopes. Yep, they too had the same colour and doilies as the other components. So all elements of the package held together well.
And with the copy containing useful information about the increased risk of seniors developing epilepsy, it was an effective one-two punch – visual plus cerebral appeal.
TIP: Go big or go home. Pick your horse and ride it to the finish line. Regardless of which of the preceding clichés you prefer, do what Epilepsy Canada did. Develop a theme and exploit it for all it’s worth. And if you have genuine news for people…give it to them. You’ll keep their interest and you’ll earn their gratitude.
At least you will if your target is anything like…
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 12:05 AM
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