Every few days, I receive one of those “very official” direct mail letters that makes a credit card, loan or time-share pitch look like it’s from the IRS or other government agency.
The Direct Marketing Association considers such pitches unethical. It asserts on its Web site that marketers should avoid “official-looking seals and logos (that) create the misimpression that the mailing is in reference to a matter concerning a government entity.”
Nonetheless, it’s a common tactic — and a double-edged sword for those who use it. While the approach tricks people into opening the envelope, recipients are often turned off by the implicit deception.
I received one of these letters today and got a kick out of it. I especially liked the official-ese under the seal at the top of the correspondence:
“MAIN OFFICE FOR THE ISSUANCE OF ACTUAL DOCUMENTATION.”
As an added boost of credibility, “ACTUAL DOCUMENTS” is stamped in the upper left-hand corner and “MATTER KNOWN” in the upper right-hand corner. (Not very specific — would that “matter” be solid, liquid or gas?)
It’s all pretty fancy for a car dealership.
I’m thinking about calling Media Orchard the “Main Office for the Issuance of Actual Main Office Issuances.” What do you think?
Technorati tags: Direct Mail, Direct Marketing, Marketing
Tags: dallas content marketing, dallas interactive marketing