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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 www.greatestsalesletters.com - 60 -
your part. They're our gift to you, in the hope that you'll decide to say YES and give Highlights to a young friend or two. The mailing package remained relatively unchanged for many years, except for the addition of a second window on the face of the envelope where a second sheet of happy face stickers could show trough. www.greatestsalesletters.com - 61 -
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THE GREATEST DIRECT MAIL SALES LETT
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Page 9 and 10: THE GREATEST DIRECT MAIL SALES LETT
Page 15 and 16: TABLE 1 100 MOTIVATIONS FOR PEOPLE
Page 17 and 18: BEFORE THE WRITING STARTS Most expe
Page 19 and 20: whoever has that responsibility mus
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Page 23 and 24: 7. A definite statement of value to
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Page 41 and 42: THE READER'S DIGEST "TWO PENNIES" L
Page 55 and 56: BARRON'S "WIDOW & ORPHANS" LETTER A
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Page 77 and 78: GAMES MAGAZINE "CONNECT THE DOTS" L
Page 81 and 82: So we bought 13 of these islands. T
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Page 97 and 98: THE FRANKLIN MINT "100 GREATEST BOO
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Page 103 and 104: BRECK'S PERSONALIZED CATALOG WRAPS
Page 105 and 106: HOMPSON CIGAR COMPANY "15 RIVERS TO
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Page 109 and 110: AMERICAN BIBLE SOCIETY "YOUR FAITH
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HEWLETT-PACKARD POCKET CALCULATOR L
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DIRECT MARKETING EDUCATIONAL FOUNDA
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probably have made me add some kind
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The big unions had announced that t
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NATIONAL REPUBLICAN SENATORIAL COMM
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JOHN YECK'S "LET'S HAVE BETTER MOTT
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BANKER'S LIFE "ONE WOMAN TO ANOTHER
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there had been independence. Now th
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FRANK LEWIS "MIRACLE GRAPEFRUIT" LE
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BUSINESS WEEK "INVITATION" LETTER I
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BUSINESS WEEK "INVITATION" LETTER I
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QUEST/78 "CHARTER SUBSCRIPTION" LET
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If it's been too long since you've
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Right away, you save a welcome $3.0
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PREVENTION MAGAZINE "MEMORIES OF GR
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FLY FISHERMAN MAGAZINE "TROUT SPOKE
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TIME-LIFE BOOKS "COWBOY" LETTER Whe
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NEW YORK ZOOLOGICAL SOCIETY "ZOOFER
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UNITED REPUBLICAN FUND OF ILLINOIS
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THE MIAMI UNIVERSITY FUND "EDDIE RI
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NATIONAL FEDERATION OF THE BLIND PE
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CHRISTINA L. WOODS MEMORIAL FUND LE
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THE NATIONAL TRUST FOR HISTORIC PRE
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SECTION VI BUSINESS-TO-BUSINESS DIR
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XEROX "USED COPIERS" LETTER When yo
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INGHAM HALL, LTD. "LAWYER" LETTER P
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YECK BROTHERS COMPANY "GRANDFATHER'
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R. R. DONNELLEY & SONS COMPANY "FOU
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WESTINGHOUSE SECURITY SYSTEMS "CONS
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TROY-BILT "INQUIRY ANSWERING" LETTE
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GENERAL TELEPHONE COMPANY OF ILLINO
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CHAMPION "HERE IT IS A SECOND TIME"
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SECTION VIII RETAIL AND SERVICE LET
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THE ALLEY DELI "FREE LUNCH" LETTER
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DICK'S SUPERMARKETS "CONGRATULATION
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UNITED STATES MARINE CORPS "YES-NO"
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ROBERT BARTLETT REALTY CO. "JUST SU
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FAIRVIEW MEDICAL RESEARCH SURVEY ON
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THE PRESIDENTIAL CARD "DID I LOSE A
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BACHE FINANCIAL PLANNING "RATING A
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SECTION IX PERSONALIZED LETTERS Som
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READER'S DIGEST LETTERS No one uses
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TIME-LIFE BOOKS NON-COMPUTER PERSON
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QUILL CATALOG "WRAP" LETTERS Two ca
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CANADIAN OFFICE OF TOURISM LETTERS
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SECTION X THE LIGHT TOUCH Direct ma
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Letter No. 2: i am s. mouse of s. r
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PLAZA HOTEL "LETTERS FROM A CHAMBER
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Letter No. 2 The second letter sent
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Letter No. 4 On May 9,1963, still a
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SECTION XIV TIPS FROM THE EXPERTS A
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• Form letters using indented par
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12. Use "carrier" words and phrases
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11. Tie newness to an established b
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Bus REED'S THREE BS A handy formula
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standing. Comic-book copy uses almo
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4. Resist the temptation to display
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4. The sin of being noisy. Everybod
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Does the total package get the read
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1. The best way is the simple way.
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5. Not only is it necessary to star
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By writing and rewriting, you will
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d. splitting infinitives e. repeati
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13. Have unknown, unusual, or forei
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BIBLIOGRAPHY Andrews, Francis S. Bi
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