| Ivan Levison
Direct Mail, E-mail and Advertising Copywriting
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Action Ideas For Better Direct Mail,
I was walking through our local shopping center and
noticed that something out of the ordinary
Instead of the usual handful of customers inside, a
long line of customers of all ages snaked out
I asked a woman what the long line was all about and she answered, "free ice cream."
Sure enough, on the store's window, a big sign announced
"Free Ben & Jerry's Ice Cream
Here's what instantly struck me about the scene . . .
The shopping center is in an affluent area. There is
absolutely no doubt whatsoever that any
As a direct response copywriter, I have long known that
"FREE" was one of those magic
Yet here, right in front of my eyes, was living proof of the awesome power of the free offer.
Why would people pass Ben & Jerry's by on a Wednesday,
when they could easily pay for a
The answer is hard to come by. Were those people waiting
on line all involved in some kind of
Hey. I don't have a clue. But I DO know what I saw,
and what I saw says that "FREE" still has
The takeaway message this month? When you're creating
an offer for lead generation, don't
"Free" is one four-letter word you can use
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