Kick Ass Advertising Technique

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CorrectAD

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Apr 29, 2007
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This is an offline ad technique, but it literally 'GOT' me (and I think I'm wise to ALL marketing stuff)

So, I get this message in my mailbox today. Really official looking. Here's an image of it:

mail.jpg


Anyways, it's the kind of mail with a perforated seal... like the kind you get when you bounce a check with your bank, or something official.

Anyways, once I opened it, it was like this carbon paper with some REALLY slick verbaige about my credit and a car loan and all kinds of wonderful shit.

It was presented in a way that defeated my usual cynicism about pre-approved ads.

I bring this up here, because all there are lot of applications I think that could use this approach.

I don't know how much this shit cost, but if you're in the mortgage lead, credit card lead, real estate, or whatever, and you bring this kind of ad into the game...

judging by my own reaction to it, there could be something there.


Have you guys ever tried something like this?
 


Wouldn't that "Overnight Courier" in the yellow throw you off? There are only a handful of delivery companies, off the top of my head: USPS, UPS, FedEX for the most part, and then DHL.

That logo, doesn't match any of those. I would think besides DHL that the rest should be very common to everybody, atleast the logos and colors.

Not to mention why would they add an additional, "Post Master Expedite?" If the letter has already been paid postage as "Overnight Delivery".

Anything that's official, I don't think they would say, "please read and respond promptly". I don't think they really give a fuck, you've already fucked up that's why they sent you that mail, no matter what happens you're in some shit. Most likely they want you to not see that mail, so you'll be in even more shit.

Although I have worked in shipping, so I don't know maybe it's just me and wouldn't be as noticable to an average person.
 
this is the first piece of direct mail that I've ever scanned in to show people, and maybe (definitely) it loses the original power as a scanned image.

It just hit me as official, and I opened it first (before my birthday cards lol) becaue I wanted to make sure it wasn't something I needed.

I do offline pieces, and they're effective, but this one seemed like it would do well in certain markets.

downright kick ass in fact.

But... maybe it's just me.
 
I know exactly what you are saying and I've written quite a few successful examples of sales copy that does exactly that. People will jump through hoops to sign up for an "Exclusive, Official Report" or a "Physician's Testimony on xxx Weight Loss Pill" if you hype it correctly so that it really looks official.
 
Those work indeed. I own a mortgage company and I swamp my phones when I send mail out similar to your scan. Not the best leads for the prime mortgage market but leads all the same.
 
I always enjoy getting those things in the mail because they are a bit more clever than most junk mail that I get.

A lot of the fishing spam I get has similar stuff

Subject: Final Notice: Please Respond 1st Financial Credit Agency

The body then goes on to explain how I need to quickly respond or my credit/credit history will be in jeopardy.

I guess if you can get people concerned they will switch off some of their cynical sensibilities.
 
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