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GREYSTONE PRESS "FRANKLY I'M PUZZLED" PUBLISHER'S LETTER
Most of today's direct mail action-increasing devices are products of the 1960s. In just the space
of a few years, a number of techniques appeared on the scene and were quickly adopted by a
large number of direct mail advertisers. Suddenly there was widespread use of sweepstakes,
tokens and stamps, and computer personalization — all of which had been around in one form or
another for many years but had been used only infrequently until the 1960s.
But one exceptional new device became popular almost overnight. It was the addition of an extra
letter or memo to a mailing — a second voice encouraging immediate action. Because it first
appeared in mailings from Greystone Press and was signed by publisher Paul M. Greystone, it
was dubbed "The Publisher's Letter."
Atypical Greystone "Publisher's Letter" was used to promote a book series called "Discovering
Antiques." In addition to the usual enclosures, there was a simulated sealed envelope with the
teaser:
PLEASE DO NOT OPEN THIS ENVELOPE
UNLESS YOU HAVE ALREADY DECIDED NOT TO
SEND IN FOR YOUR FREE VOLUME 1
When the seal was opened, a printed message was inside. It began:
As the publisher of this Encyclopedia I am puzzled!
Frankly, I do not understand why everyone does not send in for free
Volume 1 — since it is absolutely free (we even pay the postage) and
since there is never any obligation to buy any volumes, now or ever.
Word quickly spread of the extra response being generated by mailings with this enclosure, and
suddenly everyone in direct marketing seemed puzzled. The three most copied words in direct
mail became "Frankly I'm puzzled." Similar enclosures appeared in hundreds of different mailings.
As it turned out, the success of this device wasn't so much the words but the idea of adding
another voice — from "a higher authority."
There are always a certain number of recipients of a mailing who have almost decided to accept
the offer, but need an extra "push" — and the so-called publisher's letter provided that push. This
pioneer publisher's letter is most often credited to Paul Michael, although I've been told the basic
idea was the brainchild of Henry Goldsmith, general manager of Greystone.
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