Archive Observations: Survey Says, Back to School & Grand Controls
Speaking of Grand Controls, the greatest of all is Martin Conroy's "2 Young Men" mailing for The Wall Street Journal, which earned well over $1 billion in its run from 1974 to 2003. The letter's story is one that has been imitated over the years by mailers selling investments, magazines, warranties, newsletters, and, even legal research, but incredibly, never insurance ... until now. An offer promoting a hospital confinement plan was mailed by AAA Life Insurance Co. (Archive code #440-182432-0908) in August.
The first page of the eight-page letter starts by asking the prospect to imagine a hypothetical hospital stay. A similar accident befalls someone else, who is covered by similar major medical. But, the target is told, because "you tapped into another source of protection," that "key difference" means a different financial outcome. From there, it's business as usual, with plenty of copy describing the policy's benefits, and low initial cost.