Direct Mail List
Objective: vote for Jeff Dobbin - stated in the letter THREE TIMES! To ensure voters remember my name, it appears SIX times.
Approach: everyone likes what's best for their own neighborhood and their own community. This is stressed hard throughout the letter.
Electric single line opening paragraph: almost no one gives a home phone number in a mass mailed form letter. In reality, an extra incoming phone line is only about ten dollars a month - if you buy the cheapest service and make no calls. It was worth it - it only rings on political calls, and a message machine may be connected to it to avoid interruptions at dinner.
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Direct Mail List info: In all paragraphs except the last, the top line is slightly shorter on the right hand side. This makes for a better design - it appears easier to read, and less busy overall. What appears as a quote on the side of the letter is really just additional and harder selling copy. The whole letter is a quote from me, I wrote it. This is just a layout device to increase readership of this hard selling copy - by making it a quote and appearing outside the letter body. It also saves the three lines it would take if it were to appear in the letter body.
In the second page See also Marketing Direct To Consumers.
Response Makers - Direct Mail List
