The Fear Factor
But customers who bought from the coffee stain package had a higher pay up rate after the free trial—and a much higher renewal rate after a year. Judged on one-year total return, this package is a winner.
Of course, a coffee stain envelope is not the only way to grab prospects' attention with an emotional conflict. Cartoon strips and old-fashioned headlines and text can work as well. The critical strategic decision is determining which creative tool will work best with each audience.
David R. Yale is a freelance copywriter who specializes in breakthrough direct mail and electronic marketing creative. He is the editor of "Yale's DM Breakthrough Tips." You can see his work at www.controlbeaters.com, and reach him at (718) 225-8248 or firstname.lastname@example.org.