One to Watch: Consumer Reports Money Advisor
We call this article "One to Watch," and the latest effort from Consumer Reports Money Advisor could be called "One You Can't Miss." First of all, in the age of vouchers and slimmed-down magalogs from the publications sector, Consumer Reports Money Advisor goes with an extra-large 9" x 12" envelope format. The top of the outer reads, "New Rules: What You Should Do Now to Protect Your Money For Life." In this economy, those bolded words will likely grab most prospects' attention (Archive code #270-693693-0903).
Then Consumer Reports Money Advisor does something that few, if any, other publications have done: Run a quiz on the outer. Using three provocative questions, such as "You should buy a CD (Certificate of Deposit) at an unknown bank if it's offering a better rate," each is followed by two "True" or "False" ovals to fill in. "Answers Inside" are promised, and if that's not enough to get prospects to crack open the envelope, then perhaps the "Free Report Enclosed: '10 Pre-Retirement Moves to Make Your Money Last a Lifetime'" will be. On the back, running on a ticker-tape like strip is another mention of the freemium along with more "free" enticements, such as "Free Sample Contents" and "Free Issue and Free Gift on Reserve."
Inside, the prospect is treated to a host of components that work well. The L-shaped order form comes first, with two "Free" stickers for the issue and gift premiums that involve the prospect in affixing them to the order form. There's a lift note from the executive editor of Consumer Reports Money Advisor and who builds the letter around "sneaky bank fees" and promises more "advice you can use right now to protect your money for life" and that such sneaky fees will never spring from a Consumer Reports Money Advisor subscription.