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Use of a bold Johnson Box, complete with distinctly relevant and personalized information, immediately engages the reader.
Frank Johnson, creator of the Johnson Box, died on March 8, 2001 at the ripe old age of 88. He had been a strategic direct mail copywriter and was one of the first to take marketing to new heights within the direct mail industry by anticipating and boosting the response of the letters he was writing. He accomplished this by placing key information at the top of letters with the intention of quickly taking control of a reader’s attention.
Imaginably, Frank Johnson may have happened upon this inspired concept from reading newspaper headlines which had been capturing the attention of readers with intensely exciting headlines compelling them to turn the page and read on. Regardless of the impetus for Johnson’s inspiration, the concept worked and the Johnson Box has since been a mainstay for marketers from local fund-raisers to Madison Avenue and everywhere in between.
This is one strategic design tip you can begin using right away with direct mail. Determine the main benefit of your offer for the target audience and position it in the Johnson Box. Also include contact information such as your phone number or your URL so readers can act on this information immediately. Do not be afraid to think outside of the box and allow creativity to thrive. Substitute asymmetrical shapes, circles, or simply enlarged plain text with no box at all to serve the purpose of the Johnson Box. The main point is to highlight and personalize what you are offering.
However you choose to utilize the Johnson Box concept, make a Johnson Box appropriate for the particular letter and unique package objectives. One size does not necessarily fit all. Research, document, test, and perfect your messaging with the help of a professional direct mail company. Test different Johnson Box ideas with the same letter and artwork as well as with different designs. Although marketing is arguably more of an art than a science, even if the response rate increases only marginally, it could mean much more in the lifetime value of a customer and in your ROI. As with all of the other tools available to savvy marketers and business owners, a Johnson Box is one of the easiest ways to cause direct marketing response rates to upsurge.
Who are people and what on earth motivates them to act now? The combination of training, experience, temperament, background, involvement, and matters of, relating to, or involving a combination of social and economic factors will impact people’s behavior whether they work alone or as part of a family or team. Once marketers have won the battle for attention, they must then identify a problem in need of a solution. Then, having taken advantage of an opportunity to position their product, service, or organization as the most preferable solution, marketers must prove their worth with credible performance and follow up with an invitation to act. Direct mail is the most effective method of packaging all five of these crucial motivating steps sequentially into one cohesive piece of tangible messaging and the Johnson Box concept has proven to be an extremely effective tool in getting marketers to first base.