According to Drayton Bird, former International Creative Director and Vice Chairman of Ogilvy & Mather, there are certain techniques that will increase the response to financial ads and mailings. These include the inclusion of clear tables, easy application forms and writing that makes the customer feel special and offers him a refund.
Tables in Ads and Mailings
Tables make things easier for people to understand. Large tables which clearly outline what the customer gets and what the customer has to pay tend to improve response. But as Bird points out in his notes: “Remember, you put in the benefit – the sum you get – before you put in what you have to pay.
It pays to have no more than two or three options in insurance packages. Thus, you can have the Economy policy, the Standard policy, and the Deluxe policy. It’s better to call them by names that are a bit sexier – like Bronze, Silver and Gold, or Three Star, Four Star and Five Star.”
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