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HIGHLIGHTS FOR CHILDREN "HAPPY FACES" LETTER
The annual Christmas gift subscription promotion package, developed by the late Chris Stagg for
Highlights for Children magazine, is a third long-running classic direct mail letter. Actually, the
entire mailing package is classic.
The original envelope had this teaser:
FREE happy buttons enclosed with an enduring Christmas idea for
your favorite youngster.
The back window of the envelope featured a sheet of 12 orange-and-black self-adhesive stickers —
11 of them with "happy faces," and the 12th marked "yes." The letter inside the package tied
everything together and featured a classic beginning:
Share the enclosed happy face buttons with a favorite young friend
or two ... compliments of HIGHLIGHTS FOR CHILDREN.
But please send the one marked YES to us.
Place it on the enclosed special Christmas gift form; fill in the names
and addresses of your favorite youngsters — and you'll be giving
them far more than a charming, enduring, year-round present.
You'll be giving them a head start in life.
The folder inside the package tied in with the "Happy Face" theme. The cover was illustrated with
one of the happy faces and the copy read:
This Christmas, help your favorite youngsters smile all next year!
The order form had a marked space in which the recipient was asked to place the "Yes" sticker.
Such action devices often substantially increase response to mailings.
There's something about a stamp or token that arouses curiosity. The first thing they know, the
recipients have detached the action device and are holding it in their hand. Now, what do you do
with it? As Walter Weintz says, it's like a "hot potato." You can't just hold it. You have to do something
with it. Many do exactly what they've been instructed to do — place the stamp or token
in a marked place on an order form or card.
I call such devices an easy first step. People take the suggested action without having decided to
order what is being offered, but the action has begun and inertia is now in your favor. As Chris
Stagg's letter said:
Send the one marked YES to us. A postscript at the
end of the letter added a nice closing touch:
P.S. The happy buttons enclosed symbolize our wish for you and
yours this holiday season. There is, of course, no obligation on
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