A reminder of what you can test in your direct mail package. Even if you have a winning package, you should always keep testing; because people get tired of the same thing eventually.
In direct mail, you Never NOT Change The Winning Team!
A Johnson’s box is tool familiar to copywriters. We use this to effectively create initial curiosity in the letter and pull the customer in to reading the rest of the letter.
As opposed to other letter formats which start with an address, a Johnson’s box is a big bold box at the top of the letter set against a dark background.
It may have different font, border colors, background colors as well as font sizes. Everything about the Johnson’s box is designed to make it stand out against the letter. It is nearly 100% sure that the reader will read the text in the box in its entirety.
When I use a Johnson’s box, I use to get an affirmation from the user and to get him agreeing with me. I also tell him to “Not Fear, since I have the solution for his problems.”
Use it wisely and the Johnson’s box can be your box of treasures!
Towards Greater Profits Daily,
When you sit down to write your sales letter, you first identify your best customer. You identify his or her age, marital status, location, income etc. Now you write the letter to him.
Wait, dont write with him in mind. Because if your customer is middle aged and carries a beer belly, he really doesnt exist. Write to the person your customer likes to be.
So write to the rugged, still young, making-the-girls-blush strapping young man who will benefit from your product. Write to the man who will without a moments notice realize that he is who your product is meant for. Write to the inner self and the outer self is pleased.
Getting your customer to be pleased with you is but the first step to making a sale.
And when you write to the man of his dreams, your customer will naturally, almost without noticing get your message and do what you ask him to do.