It's Time to Get Real - Real Honest! (917 words)
By Lois K. Geller
And for direct marketers that means Real Honest
A year ago, we all watched a ghastly tower of smoke and dust billow out of the site that was the World Trade Center.
Not long after that, a lunatic started poisoning our mail with anthrax. The news then turned to a host of institutions that lied, cheated and stole from us.
Last year, I wrote a column titled "Pinocchio Was Here" (Oct. 2001) about deception in direct mail. After the events of the last 12 months, and with the economy in the tank, I want to look at this topic through "new eyes."
Can You Imagine?
Perhaps we should start thinking about the disarming charm of genuine honesty. Here are two recent examples of copy developed by our staff:
Will our solutions work for you? Normally, yes. But maybe not. It will take you just a few minutes to find out. If you're interested (all you have to lose is a few minutes), just e-mail me, call me at 1-800-0HI-LOIS or send the reply form back to me.
With most copy screaming "This will definitely work for you," words like this can be disarming and help persuade the prospect to take the next step.
Dear Ms. Jones,
This is not the letter I thought I'd be sending you today.
I had intended a short note to announce the addition of two jets to our global fleet of more than 150 superb aircraft available for charter. But now there's another, more important topic on both our minds.
You and your people still have to fly. The issue now is how you fly. Flying via XYZ Company charter offers a number of advantages that can be summed up in one short sentence: You're in control.