Bad Copy, Really
This entry was posted on 10/31/2006 11:21 AM and is filed under Direct Mail.
Direct mail copy theory requires the communication to accomplish three things: Show empathy for the recipient; grab attention in five seconds; and be stylistically consistent.
A letter from Nat West Bank (UK), June 2006, opens with:
It seems that nothing stays still in the banking world. In our market, we are seeing a growing interest in invoice finance as an alternative form of funding.
Can you tell what this letter is about?
The bank wants to describe the new customer statement format.
