Saturday, June 30, 2007
Poison Gas
Advertising legend George Lois characterized great advertising as “poison gas.” He said “It should absolutely attack you – it should rip your lungs out.”
I don’t know if I’d go that far, but I think a message that’s surprising and unexpected packs more power than the usual and ordinary fare we’re all used to.
And nothing it seems is more ordinary than direct mail letters from mortgage lenders.
I get at least two or three of these letters every week. Nothing seems to stand out in the onslaught of “pre-approved” offers in a seemingly endless array of various options, many of which attempt to trick me into what amounts to more interest rate risk and more debt.
I was thinking if I were to write such a letter, I’d go with something like this:
Dear John Smith:
Like you, I get letters from mortgage lenders nearly every day.
And most of the time, I practically bust out laughing. What do they think I am, some sort of an idiot?
I don’t know exactly how the letter would continue, but this opening accomplishes three things:
1. It grabs attention. It’s not often you get a direct mail letter than uses the word “idiot” in the second paragraph.
2. It establishes credibility and empathy. Whoever signs this letter appears to be on the customer’s side right from the start.
3. It adds intrigue. Whether you’re interested or not, wouldn’t you want to read on to learn about an offer that’s not for idiots?
So would an opening like this “rip your lungs out?” More importantly, would it yield more sales leads? I can’t say for sure, but it’s probably worth a test.
Posted by Richard Bloch
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