STROKE OF GENIUS + CALL ME
STROKE OF GENIUS
The Heart & Stroke Foundation sent me a mailing last week that had me applauding for a minute. The teaser on the outer envelope read, “What if you lost the ability to do simple things…like open this envelope?” Cool!
Inside, a lady described the struggle her husband of 50 years has had since experiencing a stroke. And, of course, she said how thankful she is for all the help she’s received from the Heart & Stroke Foundation.
TIP: Involvement devices like pull tabs, stickers and tear-offs are often a good way increase response. But they cost money. It’s a lot more effective, financially, to come up with a clever verbal involvement device like Heart & Stroke did.
CALL ME
In the past, I’ve applauded cable provider/telecom Shaw for their excellent advertising (http://www.snailskis.com/). But their latest DM package has me scratching my head. Or, more accurately, rubbing my eyes.
Inside a #10 envelope featuring the teaser, ‘The better home phone service is waiting inside”, is a letter. At least I think it’s a letter. It’s starts with a salutation but doesn’t end with a signature or name of a signatory like real letters do.
The content of the semi-letter is actually quite compelling. The problem is, I can hardly read it. The type is smaller than a snail’s eyelash.
TIP TO SHAW: Dear Shaw. If you want to sell me on your home phone service, don’t send me any more communications like the one I just received…unless you’re willing to include a free magnifying glass.
A better bet would be to phone me. For one thing, I could then fully comprehend your sales message. For another, it only makes sense for you to call. After all, you’re a phone company!
Sincerely, your potential customer…
Dr. Bob
symbiomarketing@telus.net
The Heart & Stroke Foundation sent me a mailing last week that had me applauding for a minute. The teaser on the outer envelope read, “What if you lost the ability to do simple things…like open this envelope?” Cool!
Inside, a lady described the struggle her husband of 50 years has had since experiencing a stroke. And, of course, she said how thankful she is for all the help she’s received from the Heart & Stroke Foundation.
TIP: Involvement devices like pull tabs, stickers and tear-offs are often a good way increase response. But they cost money. It’s a lot more effective, financially, to come up with a clever verbal involvement device like Heart & Stroke did.
CALL ME
In the past, I’ve applauded cable provider/telecom Shaw for their excellent advertising (http://www.snailskis.com/). But their latest DM package has me scratching my head. Or, more accurately, rubbing my eyes.
Inside a #10 envelope featuring the teaser, ‘The better home phone service is waiting inside”, is a letter. At least I think it’s a letter. It’s starts with a salutation but doesn’t end with a signature or name of a signatory like real letters do.
The content of the semi-letter is actually quite compelling. The problem is, I can hardly read it. The type is smaller than a snail’s eyelash.
TIP TO SHAW: Dear Shaw. If you want to sell me on your home phone service, don’t send me any more communications like the one I just received…unless you’re willing to include a free magnifying glass.
A better bet would be to phone me. For one thing, I could then fully comprehend your sales message. For another, it only makes sense for you to call. After all, you’re a phone company!
Sincerely, your potential customer…
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 3:31 PM
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