Message & Media: Positive Anticipation
• Tease-and-reveal. This is where strong direct response designers shine. They know how to use die cut windows, pop-out postcards, peel-off stickers and unique perforations to create intrigue and anticipation. "If I pull this tab, what will happen? Will I see the surprise free gift? Will I qualify for a bigger discount?" I just ran across something called a CargoCard that's an interesting variation on this theme. It's a 3-dimensional postcard you mail with something inside. Talk about a tease!
• Familiarity feeds expectation. It makes my day to see the familiar words Robert Genn Twice-Weekly Letter in the from line in my e-mail inbox. I always look forward to reading what artist Genn has to say. Likewise, your customers, donors and members look forward to receiving mail, e-mail and phone calls from people and entities they know and trust. Use this to your advantage when writing from lines and corner card copy.
• Celebrate! We all love a good celebration; especially when it recognizes a personal achievement or milestone. Thanks to America's greeting card manufacturers, we learned at an early age good things arrive in 5" x 7" envelopes. Consequently, this size envelope is almost guaranteed to get opened with anticipation. Take the opportunity to build relationships by celebrating customer birthdays and anniversaries.
• Helpful hints. These are what made Heloise famous and her column highly successful. So take this tip and create a regular feature in your e-newsletter that offers helpful hints. Tease with a single tip, then link to your website for more. You'll delight your reader and increase site traffic.
• Enticing tabs. While recently browsing TitleNine.com for workout clothes, I came across a menu tab that intrigued me. It was labeled ((BOUNCE)). Guess what dropped down when I ran my cursor over it? A menu for the company's flagship product category—sports bras. I give this tab an A+ for being mysterious, cleverly descriptive and highly effective.