How to use humor to get them to subscribe - direct mail advertising for magazines

Since everyone likes to laugh, why don't more direct marketers weave a little humor into those dry, formal direct mail packages? Humor offers circulation direct marketers a way to stand apart from competitors, to break free of mailbox clutter, and to pull in more subscriptions.

Making prospects develop a fondness for you is what direct mail is all about. A personal appeal that provokes a smile or chuckle is powerful advertising. When you make prospects like you, they're more apt to subscribe to your magazine.

For instance, the Jayme/Ratalahti launch package for Worth starts with a smile on the outer envelope. It says, "Find out if you really want to be FILTHY RICH. Take this test." The letter then lists 10 disadvantages of being rich, ranging from, "You'll start hearing from long-lost cousins looking for loans" to "You'll feel obliged to buy the Forbes 400 each year to see if you've made the list of America's richest." Opposite this laundry list of rich folk's woes is the one advantage of being filthy rich (circled in red)--"You'll have tons of money." Point made.

The primary benefit of Worth is communicated to prospects quite clearly, despite the lighthearted copy tone and the smile provided by the socalled "disadvantages" pointed out in the copy. Far from being lightweight, this solid effort creates a good mood among prospects, increasing the likelihood that they'll say "yes."

Info-Line, published for trainers by the American Society for Training and development, is committed to providing solid information on training and workplace issues. Yet that didn't stop editor Barbara Darraugh from testing a package designed to look like a restaurant menu--with red-checked tablecloth graphics and envelope teaser that says, "12 courses, no calories."

The "menu" includes "An appetizing Overview" of Info-Line ... "The Main Course" ... "On The Side" ... "For Dessert" ... "What To Do If You're Still Hungry" and the promise "We Deliver, Guaranteed." The package is amusing and attention-getting, but never cutesy, because these restaurant-related subheads are combined with specific product benefits that clearly prove Info-Line is no joke, but a powerful tool for career advancement.

Trying a lighter approach

If you're looking for a package concept that's slightly different, you may want to consider testing a lighter approach to boost your responses. Here are a few suggestions:

You can't order the creative team to "be funny." You can, however, suggest that a witty, humorous approach would be acceptable. Better yet, look at writers' samples for good comedic work. Don't forget, you won't be able to change a writer's style, so don't try. If humor doesn't come naturally to the creative team, don't force it.

Humor must be product-driven. Some editorial products shouldn't be associated with pratfalls. Most people don't want funny bankers, attorneys or physicians--you'd frighten away subscribers. However, a chuckle among colleagues--banker to banker --is certainly permitted. Humor is not taboo for professional or business appeals. It needs to be handled carefully, that's all.

Don't let your creative work succumb to paralysis through analysis. Direct marketing is not made up of formulas and number crunching alone. It also requires creativity and intuition. If you believe you should always play it straight, you'll be blinded to greater possibilities. Take a chance--that's what testing is all about.

Understand your market. Deciding what's funny is very serious business. The closer humor is tied to your editorial product, the safer you are. For this reason, the more general the humor, the less likely it will be to work.

Topical humor will date your package. This is not a problem if your editorial product is topical--you can update the control package with new cartoons, new political jokes, and so on. However, this isn't true for many kinds of magazines.

Entertaining your prospects will alleviate their boredom--and just might improve your campaign response. The purpose of injecting a little levity into any subscription promotion is to wind up with a new control and more net paid orders.

COPYRIGHT 1995 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved.
COPYRIGHT 2004 Gale Group