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BUSINESS WEEK "INVITATION" LETTER III
A totally different package, developed by the innovative team of Bill Jayme and Heikki Ratalahti,
went all-out for a lighter touch than even Dick Neff's second letter. It featured one of the most
unique envelopes ever used for a subscription promotion mailing. Across the top in 2"-high bold
letters it said:
DAMN!
As if this wasn't a strong enough teaser to make anyone want to find out what's inside, there was
a round window showing a token on the order card. It said:
The letter inside was headed by a "Johnson Box":
I want to quit cussin' and start crowing
By agreement, our magazine solicits subscriptions from men and
women in middle and upper management positions.
With this letter, the Editors now invite you to join this exclusive and
knowing circle ... to save yourself or your company $37.75 on the
newsstand price with a year's subscription to Business Week at the
regular rate of $26.00.
The five-page letter began:
. . . and to receive free as a welcoming gift one of the most valuable
business handbooks that's ever been privately printed.
Hasn't it happened to you in business? It sure used to happen to me.
Let's say you go into a meeting. Everyone present has lots to say —
ideas, opinions, news. Finally you put in your own two cents' worth.
You mention something you've just heard . . .
. . . only to discover that everybody else has known about it for days.
So you find yourself saying "Damn!"
Or let's say you finally get the money together to make an investment
for your family. The stock looks good. The time looks right. You
buy . . .
. . . only to have the market the very next day start sinking lower and
lower. So you find yourself saying "Damn!"
If you've experienced frustrations like these ... if every once in a
while, you really blow it, and each time, you vow "never again" . . .
welcome to BUSINESS WEEK — the magazine that knows. The
magazine that tells you.
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