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PUBLISHERS CLEARING HOUSE "ADVANCE NOTICE" LETTER
There are two basic package formats used in direct marketing — the "KISS" package ("Keep It
Simple, Stupid" or "Keep It Sweet and Simple") and the so-called "RIC" package, loaded with
bells and whistles. (I don't know who came up with the acronym, but it stands for "Readership,
Involvement, Commitment.")
No one has created more effective RIC packages than Henry Cowen and Marvin Barckley, whose
loaded envelopes consistently kept Publishers Clearing House selling more magazine subscriptions
than anyone else.
It might seem that the busy PCH mailing packages put little emphasis on letters. A bit of history,
supplied by Barckley, helps explain why letters continue to play a vital role:
■ Before 1960, Clearing House letters were simple and warm notes that were basically
designed to create a friendly ambience to induce studying the stamp sheet and
using the order form.
After Henry Cowen and I came, we worked hard at punching up product, elaborating
on value and service, emphasizing savings... with the me-to-you personal-I-care style.
The letter then became a much more important part of the package — ranking right
next to the stamp sheet on getting attention. It still is very important, but with the
advent of contest and computer personalization, it moves further down the line in
the sales-sequence pattern.
Where we formerly grabbed attention with "Umpty-ump titles at less than 7 l/3 cent
a copy" on the envelope and elaborated on that idea in the letter, we now grab their
attention with our Giveaway on the envelope, prize brochure, and computer form...
and then we have to sell like hell in the letter while we have their attention!
One of my favorite Barckley letters for PCH was used as a follow-up to their big "everybody gets
it" January mailing. It was aimed at customers . .. and said so:
Good customers deserve the best. That's why keeping you informed
about everything new at the Clearing House is Top Priority business
with us.
A couple of weeks ago we sent you our latest bulletin — and alerted
you to watch the EARLY EVENING NEWS on TV, March 1, 1982,
to learn the names of our most recent top winners, including the
$250,000.00 winner of SuperPrize II!
Hold your breath, cross your fingers, and keep a chair by the phone
because, if we call, it's for a really BIG one. But meantime . . .
. . . we want you to be the first to get your entry in for still another
QUARTER MILLION DOLLAR PRIZE . . . SuperPrize III. Announcement
to the general public will be out in another 3 to 4 weeks, but
you are special to us so we want you to have a head start.
www.greatestsalesletters.com - 240 -