Chase also goes after the senior market with an offer for its AARP Visa (Archive code #541-171665-1007A). The clever teaser, "The card for people who weren't born yesterday" immediately gets the prospect's attention.
But it's the substantial brand value of the organization that's played up for all it's worth. This is an exclusive product, the member is told throughout the letter and supporting materials , "the only card program endorsed by AARP." Cardmember benefits like discounts, protection features and financial tools, are detailed with bullet-pointed copy. And as an incentive, the offer includes 10,000 bonus points that can be redeemed for $100 cash back after the first purchase with the card.
Paul Bobnak is the director of the Who's Mailing What! Archive, which houses the most complete library of direct mail. Go to www.whosmailingwhat.com, or call Kathy Kling at 800-777-8074 for a tour.