Bad Copy, Really

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.

Posted by Mark Rodrigues at 10/31/2006 11:21 AM
Categories: Direct Mail
 

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