Similarly novel, AT&T Communications sent an invitational-style effort to prospects in an attempt to lure them away from competitors (Archive code #581-171624-0902A). The 5-1/4" x 7-1/2" blue outer uses personalized script, and then inside a Hallmark Business Expressions card greets the prospect. Featuring a teenage couple on the card, with the girl obviously annoyed by her boyfriend who is busy making his French fries look like teeth, its inside reads, "Sometimes you just know when it's over." The short letter continues in the same faux-handwritten type, "Dear [prospect's first name], Dump cable and fall in love with AT&T U-Verse! If you switch today ..." before listing a couple of benefits (such as being able to record four shows at once) and listing the calls to action: a special offer URL and toll-free number.
In this climate, of course, the bottom-line price can beat anything. Verizon offers a very low price ($17.99 a month, with two-year agreement, for its high speed internet), so the deal gets plastered all over its 6" x 9" self-mailer (Archive code #837-636770-0902A). Next to that offer, a faux-stamp in red says "GUARANTEED TO NEVER GO UP" that will get prospects' attention. If not, the "HURRY - OFFER EXPIRES 2/21/09" might. Inside, the benefits and positive review from PC Magazine are used to further entice prospects who may still have dial-up only.
Comcast uses a similar tactic in its 6" x 11" self-mailer that announces, "The price is right. The speed is awesome" (Archive code #837-176804-0902). Underneath those teasers, the offer is listed as "Comcast High-Speed Internet $19.99 per month for 6 months." And while Verizon trumpeted its "1 Mbps" speed to dial-up users, Comcast advertises its "blazing fast 12 Mbps" and "even faster speeds on the way!" It also shows appealing pictures of customers able to watch TV online, download music and watch Fancast.