Part I: Psychology of the Mailer
Lewis reveals what the most recent tests with his copy show. "They show the overline to be the most powerful driver, with the postscript next. Careful with envelope copy. If the recipient concludes, 'I've seen this before,' your brilliant message winds up in the circular file. Consider using, in a font such as American Typewriter, the opening of the letter as envelope copy. Be sure to leave the words hanging—no complete thoughts or sentences. And, of course, start the actual letter, after the overline, with those words."
Experts will unveil more ways to get inside the customer's head in part two of "Psychology of the Mailer" in next month's issue.