So easy, a caveman can do it!

• Author: Wachtel, George

This piece from well-known insurance company Geico features its trademark gecko and some solid direct marketing principles (that are so easy, "even a caveman can do them!") and some pointers to improve.

[ILLUSTRATION OMITTED]

(1) The outer envelope: The offer comes in double-window, an effective outer envelope, showing wording from a plastic "Quote Card" enclosed.

(2) Teaser copy: I am not usually a fan of using teaser copy on the outer envelope; but this one has two things in its favor: the message reinforces the heavily promoted advertising theme line and gives a clear and concise consumer benefit.

(3) Johnson's box: The space in the upper right of the letter (which also shows through the outer envelope) has a plastic "Quote Card" affixed to the letter. Even though it has no real functionality, research shows this type of tangible insert increases response rates.

(4) Salutation: They could have improved this with "Dear George," "Dear Mr. Wachtel," or "Dear George Wachtel."

(5) Company name: They can and should drop the five first words of the letter to make the first paragraph punchier. After all, they do mention "Geico" an overwhelming 17 times on the two sides of the letter.

(6) Writing style: This is a friendly, smooth and well-written letter.

(7) Key message: There appear to be two parts to their major message: you can...