Monday, April 27, 2009
Do 'curiosity' style headlines work in direct marketing?
This arrived in the mail the other week.
Clearly they are hoping I'll be intrigued enough to open the envelope and see what it is all about. I was. But then again, I look at ads way too much. But for your (normal) busy person - does this work?
John Caples in his classic 'Tested Advertising Methods' cautioned that curiosity-style headlines in ads are risky. People don't care enough. Anybody have evidence suggesting otherwise?
This DM piece is for a charity. Given most non-profits don't have buckets of spare cash hanging around, I'd hate to think they are blowing budgets on risky communication strategies.