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PUBLISHERS CLEARING HOUSE "TRANSPARENT" LETTER
Long before anyone in direct mail had heard of transparent poly envelopes, Marvin Barckley had
discovered the magic of a transparent surface for renewal letters he created for the old Quick magazine.
He later adopted this technique for the Publishers Clearing House (PCH) letter shown here.
It was printed in black, blue, and yellow on a sheet of clear cellophane. Copy began:
It is transparently clear to you as a Clearing House customer. . .
. . . that you get up to twice as many copies for your magazine dollar
when you order your new subscriptions at Clearing House prices
instead of paying regular publisher prices.
And it is crystal clear, too — we hope — that the bulletins we send
you are designed to keep you well-informed on current Clearing
House prices . . . not to pressure you to buy.
When you mail as frequently as PCH mails to its house list, a change of pace is a must; this "transparent"
letter was a great way to get renewed attention.
www.greatestsalesletters.com - 238 -