Denny's Daily Zinger: BMW's Barf Bag MailingAugust 6, 2014 By Denny Hatch
Peggy and I drive a 10-year-old used Jag. It works fine.
We have no intention of buying another car—ever.
So why would BMW send me this weird, grotesquely expensive mailing?
All elements are heavy cardboard. Included are five "beauty shots" of the same red BMW coming and going.
And no letter.
The message: a BMW test drive is so exhilarating:
PROLONGED USAGE MAY
The copywriter's idea of salvation: breathe into a closed barf bag.
And a barf bag is enclosed.
Takeaways to Consider
- "Direct mail is intimate advertising." —Stan Rapp
- The brochure is the "it" copy, showing and describing the features of "it"—the product or service being offered.
- The letter is the "you" copy—turning the features of "it" into benefits to "you."
- A letter is the only device in all forms of advertising that enables one writer to make an emotional connection with one reader.
- "Of all the formats used in direct mail, none has more power to generate action than the letter." —Dick Hodgson
- "A mailing with a letter but without a brochure will almost always outpull a mailing with no letter." —Denny Hatch
- Example: Martin Conroy's "Two Young Men" letter, mailed by itself with no brochure. Running just 781 words in two pages, it was control for 25 years and responsible for bringing more than $1 billion in revenue to The Wall Street Journal.
- Conroy's "Two Young Men Letter" was the most successful advertisement in the history of the world.