TAX SHELTER + LOGOMANIA
WINDOW ON TAX SHELTERS
I received a 5.75 X 11.5 self-mailer last week, with a headline reading, "3 ways to improve your home with your tax dollars. TAX SHELTER."
Because of the dominating size of the last two words, I was certain that the piece was about some financial plan to reduce my taxes…and probably land me in hot water with the federal tax department.
But I was wrong. These guys are just selling windows…ones that qualify for a government credit.
So if they’re pushing windows, why in the world would they use the term ‘tax shelter’, which connotes all manner of nefarious financial dealings in people’s minds? I can’t imagine how many people threw the piece out without reading it, simply because they’re not into tax loophole schemes.
TIP: If you’re selling something basic like windows, let your readers know that. Don’t lead homeowners down the garden path with talk of a tax shelter that doesn’t exist.
LOGOMANIA
Nine times out of 10, I recommend not showing multiple logos in an ad or direct mail piece.
For one thing, they look junky. For another, headlines featuring logos get 22% less readership than heads with the company’s name set in regular type.
Help The Aged, however, knows when to break the rules.
In their most recent newsletter mailing, they plastered the back of their outer envelope with 11 logos. Why?
To immediately communicate that big companies and government departments are behind their cause…and to convince recipients that, if those smart operations support HTG, maybe you should too.
Plus, it addressed the question in some people’s minds: if you’re in such desperate need of money, why are you spending it on a newsletter? The answer: our corporate supporters are paying for it.
That’s the kind of messaging that generates donations from people like…
Dr. Bob
symbiomarketing@telus.net
http://www.symbiomarketing.com
I received a 5.75 X 11.5 self-mailer last week, with a headline reading, "3 ways to improve your home with your tax dollars. TAX SHELTER."
Because of the dominating size of the last two words, I was certain that the piece was about some financial plan to reduce my taxes…and probably land me in hot water with the federal tax department.
But I was wrong. These guys are just selling windows…ones that qualify for a government credit.
So if they’re pushing windows, why in the world would they use the term ‘tax shelter’, which connotes all manner of nefarious financial dealings in people’s minds? I can’t imagine how many people threw the piece out without reading it, simply because they’re not into tax loophole schemes.
TIP: If you’re selling something basic like windows, let your readers know that. Don’t lead homeowners down the garden path with talk of a tax shelter that doesn’t exist.
LOGOMANIA
Nine times out of 10, I recommend not showing multiple logos in an ad or direct mail piece.
For one thing, they look junky. For another, headlines featuring logos get 22% less readership than heads with the company’s name set in regular type.
Help The Aged, however, knows when to break the rules.
In their most recent newsletter mailing, they plastered the back of their outer envelope with 11 logos. Why?
To immediately communicate that big companies and government departments are behind their cause…and to convince recipients that, if those smart operations support HTG, maybe you should too.
Plus, it addressed the question in some people’s minds: if you’re in such desperate need of money, why are you spending it on a newsletter? The answer: our corporate supporters are paying for it.
That’s the kind of messaging that generates donations from people like…
Dr. Bob
symbiomarketing@telus.net
http://www.symbiomarketing.com
posted by DoctorBob | 5:04 PM
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