Anatomy of A Control: Greenpeace Poses a 'Yes or No' Question
Just like passing a juvenile note to your crush in grade school that asks, "Do you like me?" from a marketer's or copywriter's point of view, asking a prospect point-blank, "Will you subscribe/join/donateYes or No?" sounds like a recipe for disaster.
But "Will You Renew? Yes or No" is the simple question behind a Greenpeace control that's been in the mail for more than 10 years and was sent again this past July to prospects. Yet this copy does not do all of the work on its own. The question is paired with a panel of six opposing images; three pristine images of the environment next to three images of ecological disaster. The copy "Will
You Renew?" appears at the top of the reply form, and "Yes or No" is lined up with the good and bad images, respectively, at the bottom.