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.
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.