Long before image advertising infected direct marketing, there were words at play. For persuasion mostly, but also to attract attention and cut through the clutter. After all, who really needs to add to their pile of dust-collecting castoff dimensionals?
Of course, when people think of clutter cutters they think of something large and unwieldy that’s not so easily tossed. But shouting is not the only way to get noticed. Well-chosen words, delivered in modulated tones, can draw even more attention.
Nesting Instincts
Case in point: Nest.
Generically, Nest is a shelter magazine. Like Wallpaper, however, it is trying to be something more than that: a cutting-edge, hipper-than-thou furnishings and accessories lifestyle book.
Nest, unlike Wallpaper, does have a sense of humor. A few weeks ago we received, amid the usual mess of catalogs, bills and direct mail pieces, a small, simple envelope with the headline: “JUNK MAIL – Open Immediately.”
The piece ultimately didn’t convince us to send gift subscriptions to any of our friends – or even, for that matter, make us think twice about renewing our current subscription to the magazine (we’re not). It did, however, bring surprise and delight to our day.
Verdict? A memorable piece for a forgettable product.
Screaming Tape
Of course, sometimes the product is the campaign.
Or so it seems. Harvey Epstein, president of Keena Corp. in Newton, MA, submitted Sizzltape to Hot Creative. Sizzltape, he claims in the cover letter, “is a fantastic customer retention tool. How important is that to a direct marketing mail order company? It screams to be noticed!”
Sizzltape, it turns out, is just like the brown packing tape one uses to seal cartons. In this case, though, the tape doubles as an advertising medium.
Well, we have to give Epstein some serious truth-in-advertising points here. Brightly colored and patterned Sizzltape was used to tape the box the submission came in. It was easy to notice (and would have been hard to miss).
Epstein created a special tape for Abbey Press, one of his clients. Abbey Press is a direct marketer of what he calls “Christian-related gifts and home decor products.”
What Epstein and Abbey Press came up with is a packing tape that’s bright yellow, like the yellow “Caution” tape that surrounds construction sites. Abbey Press’ version has “God at Work” stenciled on it in black block letters.
How gracious of Epstein and Abbey Press to permit God to perform miracles within a box of gifts, gadgets and gewgaws. Hubris, anyone?
Now, there’s nothing wrong with surrounding oneself with stuff displaying the iconography of one’s belief system.
Just the same, respect and restraint are required.
Words should be chosen with care.
Network
