Just Couldn’t Wait

by Roger Pynn

Sometimes I wonder why advertising folks go to the effort (and cost) of some of their promotions.

When I got this bill (I won’t embarrass the advertiser because I take enough pot shots at them already), I wondered if perhaps the ad folks just wanted me to have a good laugh.

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Or did they think I would enthusiastically rip open the envelope to see what new form they had chosen to ask me to pay my annual bill?  When I finally got around to opening it a few days later, it looked the same to me.

There’s a lesson here:  paper real estate like a monthly statement can be very valuable, but as with all other consumer communication you ought to make the message matter to the receiver.

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