Boron - Chapter 24

The first reason is to get attention. And, secondly, because
what the letter has to talk about was discovered in Japan,
the writer felt that some sort of "Japanese" eyecatcher was
appropriate.

This letter is working like crazy. It has impact.

But, be careful. Whatever you attach to the top of your
letters should tie in with the rest of your letter and what
you are selling. It should make sense and fit into the
promotion in a natural way.

Here is an example of how not to use impact: Some companies
print up advertising that, at first glance, looks like a
traffic ticket. Then, they hire kids to put these traffic
ticket type ads on the windshields of parked cars.

What happens is, that the owner of the car comes back to
discover what seems to be a traffic ticket on his windshield
and he, naturally, grabs it forthwith and starts to read it.

It sure gets his attention. It sure achieves impact. The guy
will sure remember that company.

But He Will Remember The

Company With Distaste!

He Will Remember That This

Is A Company That Scared

Him And Made Him Angry!

You know what all that adds up to?

No Sale!

The message is clear: You must not use "cheap tricks". Make
what you attach to the letter "fit in". All it takes is a
little imagination. Let's see if I can come up with a couple
of original examples:

How about attaching an eagle feather to a letter that tells
how these birds are in danger of becoming extinct?

How about attaching a Mexican Peso to a letter that talks
about inflation? I did it and it was a great puller.