Another simple tactic to get extra readership out of an ad, without changing another word in the main copy.
The “look” of the words “Final Notice” is important, too. It looks like a real stamp, and the ink is red. It is stamped off-center, so it appears to have been actually pounded there by a real human being. And it’s not a perfect impression… again, giving the impression of human handling.
I like to repeat the stamp on the outside envelope, too. It’s one of the few times I use “teaser” copy like that. You have a first-class envelope in your hands, with your name and address and a return address with no name on it… and someone stamped “Final Notice” or “Urgent” on it. Compelling.
I also often use “Second Notice” or “Third Notice” in the same manner. It instills real urgency to the piece.
If you use “final notice”, be sure it really IS the final notice. You will dilute your effectiveness if you violate simple promises like this. So don’t use this tactic lightly. If you think you’ll be sending the same letter again, use “Second Notice”, or “Urgent” or something else.
However, “Final Notice” is the most powerful of the bunch. It’s your last shot, as a mailer and as the reader. Fun time is over– you toss this letter, Bucko, and you’ll never get another chance to see what all the fuss is about.
Click here to see the “Final Notice!” ad.
(It will open in a new window or tab, so you can toggle between the ad and Carlton’s commentary.)
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