That’s all it said on the outside of a very professional looking envelop I received in the mail yesterday — Change of Payment Information.
I held it in my hand for a few seconds, turned it over a couple of times, and prepared to tear it in half and throw it away…then I paused.
Who was it from? Could it be a legitimate creditor with a notice of a change in my account? Or was it a solicitor with a cleaver tease intended to make me open the envelope and read their lame offer?
Seconds led to minutes – I still held the unopened envelope in my hand. It became a game to me. Which would I decide it was: fake or real? Should I tear it up or open and read it?
I opened it. And it was fake. An unsolicited offer for a new mortgage.
I hate this type of direct mail. It’s dishonest. I feel tricked. I would never buy anything from someone that got me to open their envelope with a trick. Cleaver is fine – an intriguing question, provocative tease, etc. But essentially using a lie to get me to open an envelope and read an offer…I’ll never think that’s okay. And I’ll never support a company that relies on deception.
What do you think? Am I being too harsh?
Category: Copywriting Skills