For telecommunications companies, the most efficient and profitable way to make money is getting prospects to buy bundled services, such as the popular cable-phone-internet package. That means either upgrading current customers, getting people to switch over from rival companies or tap into a larger-than-expected market of prospects who don't even have cable. Of course, the undercurrent is the economic hard times that so many prospective customers are experiencing, so the direct mail approach must strike the right notes to succeed, including promising that this bundle will confer both great benefits and savings for households.
Digging through the Who's Mailing What! Archive, with the help of Archive Director Paul Bobnak, an effort from Qwest floated to the top (Archive code #808-476112-0902C). On the plain 6" x 9" outer, a black strip runs across with white typeface that reads: "Enclosed: An important message for non-billionaires." The back of the envelope features a tree in the middle with money falling down from it. Underneath, the copy says, "You have a phone. A television. A computer. If you have also have a money tree, kindly disregard this letter."
Inside, the humorous tone continues, as the one-page letter features a goose laying golden eggs in the Johnson box, but then it cuts to the chase. "If you already have a goose that lays golden eggs, congratulations. However, if you could stand to save up to $25 every month on services you use every day, please read this." Right after the greeting, it acknowledges that you may not "have a lot of ‘disposable' income these days,' so Qwest can help bundle "best-in-class services like Qwest High-Speed Internet, DIRECTTV service and Verizon Wireless." Lastly, in a buckslip made to looks like a dollar bill, is an invitation to "add up your total monthly communications spending," with dollars, plus and equal signs next to blank lines that prospects are invited to fill in.