Going through the mail the other day, I came across a simple white envelope from one of my utility companies.
On the outside of the envelope was printed this headline:
PLEASE RESPOND IMMEDIATELY.
My blood pressure spiked as I read it.
I was convinced this was a statement from the utility telling me it about to turn off my service. I tore into that envelope convinced I was in for a months-long battle trying to proof that I was up to date on my payments.
My blood pressure spiked again when I saw what was inside: a letter trying to sell me an upgrade.
Direct response advertising is my specialty. No one knows better than I the importance of getting a prospect to open the envelope. BUT YOU'RE NOT SUPPOSED TO PISS PEOPLE OFF IN THE PROCESS.
Disgusted, I threw the letter away. Then went back to fish it out so I could write this post.
Now I get the satisfaction of throwing it away a second time.