|
|
Article: Boxes I Have Mailed, Received and Admired.
- Article from:
- Direct Marketing
- Article date:
- April 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
A box can only start the response process--it gets opened and it gets attention. You need other elements inside it, like a letter and a brochure and a reply card, to make sure it does the job.
When I used to do a lot of television and radio commercials, we had a saying about jingles.
"If you have nothing to say, sing it!"
That's why when I helped launch Young Miss magazine (now called YM), and we had to create the campaign before we actually settled on the editorial content, I wrote the following set of lyrics.
"Young Miss[ldots]you've never seen something like this
You've never seen something like this[ldots]
You've ...