Direct-mail response

The pattern

This still is filed under Direct-mail response.

Define

A physical letter or pack whose only job is a measurable reply: an order, a donation, a call.

Mechanism

Response engineering. Outer, letter, lift, reply device. Every surface earns its keep or it is cut.

Verdict

We can mail, track, and fulfill, and the unit economics survive the stamp.

Why it works

The headline is news addressed to one group, young Arabs, and the body explains the one barrier it removes: English engineering and commerce courses now taught in Arabic. A numbered list of four courses lets the reader find his field at a glance, and the diploma 'from England' at the end gives the prestige he is really buying. The reply address carries a department number, so every letter can be traced back to this ad.

The big idea

Good news for young Arabs: the British Institutes now teach their English engineering and commerce courses in Arabic, by post, with a diploma from England.

The offer

Four courses by post in Arabic: building, radio and electrical engineering, and commercial sciences. Write now to Dept T.I, 7 26 July Street, PO Box 2005, Cairo, for a detailed programme.

The proof

Courses taken from English ones set by top professors and translated by leading Arab engineers and teachers, full of drawings. A British Institutes diploma from England on passing the final exam.

Lines from the ad

بشرى لشباب العرب

Good news for Arab youth

(قسم الدراسات باللغة العربية)

(Arabic-language studies department)

اكتب الان الى معاهد التعليم البريطانية

Write now to the British Institutes

Steal this when

Use it when you have removed a barrier that kept one audience out, such as language or distance, and you want written replies you can count.

The emotion

Written to Frustration. It makes the Say move.

'Good news for Arab youth' names the wall that kept them out, courses taught only in English, and moves that part: the same courses by post in Arabic, ending in a diploma from England.