Message & Media: Positive Anticipation

13 tips on how to include the emotion of anticipation in your 
marketing messages

The American Heart Association covered a lot of ground using the emotion of anticipation in its donor kit mailing. Recipients were intrigued by the “DO NOT BEND” command on the outer envelope (shown here) and were made to feel special by the enclosed personalized certificate of appreciation from the association.

The American Heart Association covered a lot of ground using the emotion of anticipation in its donor kit mailing. Recipients were intrigued by the “DO NOT BEND” command on the outer envelope and were made to feel special by the enclosed personalized certificate of appreciation (shown here) from the association.