Selling business banking.
| Author | Wachtel, George |
| Position | THE LETTER CLINIC - Editorial |
Like "the little black dress," the simple one-page letter is the staple of direct marketing; but Webster Bank (Connecticut) does not take full advantage of the format because of their banking-centric approach to the letter copy.
(1) Johnson's Box: When the reader opens up the envelope and takes out this letter, their eyes will focus on the headline in the upper right. But like the rest of the letter, the choice of words focuses on the bank and not the consumer's needs. Better to have said something like, "Want to help your business succeed?"...
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COPYRIGHT GALE, Cengage Learning. All rights reserved.
COPYRIGHT GALE, Cengage Learning. All rights reserved.
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