A four-page brochure, the "Quickstart Guide for New Members," also trades in on the comfort and convenience of the AAA brand. It devotes a full page to the coverage of various car problems (e.g. "FREE: tire change" along with pictures and descriptions of typical scenarios). Additional pages highlight the association's discounts, as well as financial and automotive services.
To back up the offer are a bevy of elements. There's a lift note (a reminder from the membership director about the value of "pre-registration"); a testimonial from another "temporary card" member; a metallic silver bumper sticker, which offers reassurance of the immediacy of coverage; and a BRE that includes another incentive on its bangtail: a $5 discount (with peel-off sticker) for paying by credit card and simultaneously signing up for automatic renewal.
Altogether, the offer and a number of well-worn (but proven) direct mail techniques result in a mailing that makes it nearly irresistible for a prospect to say no.