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BUSINESS WEEK "INVITATION" LETTER II
Although the previous Business Week Invitation Letter was used longer, copywriter Neff personally
likes a later variation. He says:
■ I like this one better because its copy is livelier and more interesting. Letters longer
than two pages rarely work for Business Week, but this one did because it doesn't put
you to sleep; it nudges you now and then.
Another good point: the personalization device I used here was less costly than a
handwritten name. Two initials were all it called for.
The copy began:
Management executives like you are a special breed. They couldn't
care less about free gifts just because they're free. But if they see
one that can help them be more effective, put more black ink in the
company's books, and put more money in their own banks and
investment portfolios, their minds are wide open. That attitude is one
reason they hold the jobs they do.
I think in a moment you'll agree with me that an Executive
Portfolio I have reserved in your name is such a gift.
Copy throughout the three-page letter continued in a lighter vein. Consider these examples:
Now, as you might expect, we are not in business just for the purpose
of delivering presents. We wouldn't be making this offer if we
didn't want you to try something. That something, to nobody's surprise,
I'm sure, is Business Week.
If you're still waiting for the bad news from the cockpit, don't. It's all
good news today. You may cancel your subscription at any time; we
will gladly refund your money on the unused portion, and you may
still keep your Executive Portfolio. (We're not terribly worried about
free loaders, because this offer is being made only to a very select
group.)
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