One to Watch: Cox Communications
Telecomm isn't the first sector you'd think of when the idea of "friendly mail" is floated. But with the digital age upon us, that's exactly what's required these days for many prospects who are uncertain about how to transition fully into the digital communication technologies and are even more concerned about the pricing.
Along comes Cox Communications, which announces itself on the back of envelope as "your friend in the digital age." Inside the plain 4-1/4" x 9" outer is a one-page letter that uses two teaser-like statements above the greeting: "Everything's out in the open" and "Your Cox bill will be exactly the price we quote. That's it." Those words alone will grab most prospects because it's pretty unheard of for a telecomm to be offering price guarantees (Archive #808-435752-0902).
Obviously, Cox is capitalizing on rival communications companies who may be nickle-and-diming their customers to death. Thus, it leads with a question to which most prospects will nod their head furiously: "Were you quoted a price with your current provider and then your bill was more than what you expected?" Then it follows that with music to prospects' ears: "With Cox, there are no surprises."
Next, shown in the margin, is "The Cox Preferred Bundle" that delivers exactly what a prospect will pay for digital cable, high speed internet and digital telephone, including calculating the local county tax! The only glitch is in the body, where it says "what you see above is what you'll pay," when it should have said "to the right" instead of "above."
It then quickly but attractively breaks down the three parts of the bundle-digital cable, high speed internet and digital telephone-with its top features as well as a visual representation of each. Immediately afterward, it gives a toll-free number to call or a URL that was designed for the prospect's county only. On the back page, Cox lists four full-service locations in the area, including their addresses and hours.