Frank H. Johnson

By Ivan Levison Sixty years ago, a direct mail copywriter named Frank H. Johnson was looking for a way to increase the impact of his sales letters. He decided that instead of forcing readers to wade through a mass of copy before making the offer, he would highlight the offer in a centered rectangular box placed at the very top of the letter above the salutation. The results were terrific, and the "Johnson Box" has been going strong ever since. And no surprise. The box stands out at the top of the letter, and the eye goes right to the headline floating within it.

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