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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
November, 2003
Volume: 18 Number: 11
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Copywriters shouldn’t hide the benefits
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There's a large furniture store in San Francisco where
I've bought furniture, now and again, over the years.
Because I'm on their mailing list, I recently received
a letter informing me that they are "proud to be moving
to a larger, better San Francisco location."
They go on to say that: "You'll find well-lit
showrooms, plenty of free parking, street level pick-up
of our many in-stock items, and of course, the same
timeless style, quality crafting and customer service
you expect from us. Where is our new San Francisco
location?"
Naturally, I expected them to answer their own question
and tell me the store's new address.
No way. Amazingly, they refused to do so. Instead they
told me that I should enter a contest to "guess the
location of our new showroom."
That's correct. Nowhere in the letter do they tell you
where they're moving! Instead, you're invited to stop
into their old store, or visit their Web site where you
can analyze six clues and GUESS the new store's
location and perhaps win a prize.
Maybe someone can explain to me why you would write
your house list with the news that you're moving to a
new address and ask people to GUESS it.
Wouldn't it have been just a tiny bit better to have
said:
"Where is our new San Francisco location? It's
conveniently located at 123 Main Street between 15th
and 16th Avenues. (Please see the enclosed map for your
convenience.) Our new store opens with a gala
celebration at 10:00 am on November 1 and we cordially
invite you to stop by and say hello. We'll have
fabulous new showrooms for you to explore, valuable
door prizes, coffee, delicious snacks, and a whole lot
more."
The important point is to be sure that YOU are not
burying important facts in your own letters or e-mail
the way the furniture store did. If you have an offer
or an announcement to make, put it where the reader can
see it immediately! For example:
* 1. Splash the offer on the envelope.
Why make people open the envelope to find out what the
offer is? Put the message where the reader can see it.
Right up front. (The furniture store I mentioned above
might have been better served by using a post card
instead of a letter. A post card is perfect for simple
announcements like a new store opening.)
* 2. Put the offer at the top of your letter in a
"Johnson box."
Highlight the offer in a centered rectangular box placed
at the very top of the letter above the salutation.
Your offer will get noticed for sure!
* 3. Include the offer early in the letter.
Don't wait until the end of the letter to make your
offer. Get right to the point quickly. You may
only have few seconds to get your main points across.
* 4. Restate the offer in the postscript - the "P.S."
Postscripts get very high readership. Which means it's
the perfect place to issue a final call to action. In
the P.S. you can stress that there's no obligation,
there's nothing to lose, this is a limited-time offer,
whatever.
* 5. Feature the offer in your flyer/booklet/brochure.
Just because you make the offer in your letter doesn't
mean you shouldn't restate it in the flyer. You can't be
certain which piece will be read first no matter how
everything is nested and comes out of the envelope.
The take-away message this month?
Your readers don't have time for fun and games. They
want you to get to the point and tell them how you can
solve their problems. Remember this and watch the cash
register ring!
All best regards,
Ivan
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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