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Headline Horrors (outer envelope teasers that don’t)

Fresh Air camp appeal

What buses? Where are we going?

It’s been far too long since we’ve visited the Badvertising Hall of Shame… that corridor of horrors where unfortunate marketers teach us by example what NOT to do. Let’s begin with this outer envelope teaser from Fresh Air Fund.

This is a seasonal appeal I used to struggle with when doing work for Salvation Army… the “send an inner city kid to camp” fund. It seemed less urgent than putting food on the table or rescuing a child from the streets, and it was complicated because you’d have to create a word picture of why this was important before the reader got away. No missteps are permissible.

So look what Fresh Air Fund has chosen as its teaser: The buses are leaving soon… please hurry! What buses? Am I supposed to be on one? Why on earth does this not say instead, “The bus is about to leave for camp without me… please help!” (Singular better than plural because it’s more specific, and let’s mention the reason for the appeal for chrissake.) Also, while camps are universally recognized as a good thing buses are not. Seems like a terrible choice for the opening salvo in this appeal. Next.

Personal and Confidential OE

Do you believe this?

From… I don’t know who because I never opened it… I have a blind outer with nothing but PERSONAL AND CONFIDENTIAL printed above my name. Maybe I notice the “standard postage” indicia that spoils the illusion, but maybe I don’t; they’ve done a good job of designing something that looks like a real meter imprint.

But, look what’s above my name: PREPARED FOR: Okay, that’s too much and it’s also discordant with PERSONAL AND CONFIDENTIAL which suggests a very individualized letter, maybe a collection notice, whereas PREPARED FOR suggests a mechanized process like maybe a refund. Either would have been good on its own, together they cancel each other out. The blind outer has lost its intrigue so out it goes.

Pella 72 hour sale

When did the 72 hour sale begin anyway?

Finally we have this from Pella: OPEN IMMEDIATELY: 72-hour event ends soon. Well, is it 72 hours or isn’t it? If it is, it ends in 72 hours, not “soon”. The contradiction completely bursts the bubble of urgency and anticipation. Also, since this is clearly a piece of advertising mail, there needs to be more reader context, eg “Hurry! You’ve only got 72 hours to save” or “Open for your private invitation to our 72 hour preferred customer sale”.

That’s enough for today. Three examples in which the client or product manager is wondering why their mailing was not more successful, when in each case the fault lies with the copywriter who is probably making mischief on another campaign right now. I’ll have a couple more good ones in my next post.


That's what I think... How about you?

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