IN A FLAP+COINCIDENCE+TOO LATE
IN A FLAP
I’ve probably opened 19 kazillion envelopes in my day (maybe 21 Kzn) and my fingers are programmed to behave in a way that’s pretty efficient. That’s why I was ticked at the package I received from the British Columbia elections people.
I read the teaser on the front of the OE, then turned the envelope over to open it. But there was no flap! At least not one that I could see. What kind of chicanery was Elections BC trying to pull on voters, I wanted to know. Then I spotted it. The flap, that is. At the bottom of the envelope!
Why, in the name of all that’s democratic, did they choose to do that? Whatever the reason, it’s the last technique that I’d recommend replicating...unless you want to frustrate your target audience before they even get to your message.
TIP: Sometimes it pays to zig when others are zagging. Sometimes you’re better to stick with tried and true.
COINCIDENCE? OR COPYCAT?
This year I didn’t open many of the fundraising solicitations I received in the late fall and winter. Instead, I saved dozens of them and only now, when I’m about to make some donations, have I started opening them.
It’s fascinating to be exposed to so many unopened packages at once. (It was also frustrating to discover that a number of them sent some pretty nice greeting cards, note pads and address labels for the holidays…and now they’ll have to sit unused for 9 or 10 months.)
I was struck at first by two identical envelopes from ALS. On the back they featured a close-up, black & white photo of two hands.
When I looked inside, I saw that one was dated November 7th and the other February 2nd. Everything else was the same. Now, it isn’t unheard-of for a mailer to send out the same package. So I wasn’t all that surprised.
But I was certainly surprised by another envelope in my stack.
It, too, had a black & white close-up of two hands, although they were in a different position. Another mailing from ALS, I wondered? Nope. It was from the Parkinson’s people, dated February 2nd.
Was it just a coincidence that visually-similar packages when out on the same day? Or is there a copycat designer in the house? Don’t know.
SO IT’S TOO LATE TO DONATE?
One non-profit sent me a big, beautiful package of materials. But I can’t send them a donation. The problem is, the teaser on the OE read, “2008 Year End Campaign. Last Chance to give.”
It’s now 2009 so I missed my “last chance”. Too bad. I guess they won’t be able to receive any more donations from…
Dr. Bob
Want to receive my last newsletter? Email me at:
symbiomarketing@telus.net
http://www.symbiomarketing.com
I’ve probably opened 19 kazillion envelopes in my day (maybe 21 Kzn) and my fingers are programmed to behave in a way that’s pretty efficient. That’s why I was ticked at the package I received from the British Columbia elections people.
I read the teaser on the front of the OE, then turned the envelope over to open it. But there was no flap! At least not one that I could see. What kind of chicanery was Elections BC trying to pull on voters, I wanted to know. Then I spotted it. The flap, that is. At the bottom of the envelope!
Why, in the name of all that’s democratic, did they choose to do that? Whatever the reason, it’s the last technique that I’d recommend replicating...unless you want to frustrate your target audience before they even get to your message.
TIP: Sometimes it pays to zig when others are zagging. Sometimes you’re better to stick with tried and true.
COINCIDENCE? OR COPYCAT?
This year I didn’t open many of the fundraising solicitations I received in the late fall and winter. Instead, I saved dozens of them and only now, when I’m about to make some donations, have I started opening them.
It’s fascinating to be exposed to so many unopened packages at once. (It was also frustrating to discover that a number of them sent some pretty nice greeting cards, note pads and address labels for the holidays…and now they’ll have to sit unused for 9 or 10 months.)
I was struck at first by two identical envelopes from ALS. On the back they featured a close-up, black & white photo of two hands.
When I looked inside, I saw that one was dated November 7th and the other February 2nd. Everything else was the same. Now, it isn’t unheard-of for a mailer to send out the same package. So I wasn’t all that surprised.
But I was certainly surprised by another envelope in my stack.
It, too, had a black & white close-up of two hands, although they were in a different position. Another mailing from ALS, I wondered? Nope. It was from the Parkinson’s people, dated February 2nd.
Was it just a coincidence that visually-similar packages when out on the same day? Or is there a copycat designer in the house? Don’t know.
SO IT’S TOO LATE TO DONATE?
One non-profit sent me a big, beautiful package of materials. But I can’t send them a donation. The problem is, the teaser on the OE read, “2008 Year End Campaign. Last Chance to give.”
It’s now 2009 so I missed my “last chance”. Too bad. I guess they won’t be able to receive any more donations from…
Dr. Bob
Want to receive my last newsletter? Email me at:
symbiomarketing@telus.net
http://www.symbiomarketing.com
posted by DoctorBob | 12:27 AM
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