International Correspondence Schools ad, al-Kawakib 1933
American University in Cairo, Rare Books and Special Collections Library. al-Kawakib. RBSCL believes this item is in the public domain.
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
A world map dotted with men bent over their books makes the headline visible: more than 235000 students across the world are studying this way right now. The copy asks why not you, shrinks the effort to one hour of spare time, and adds a guarantee of success in any subject for a reader who knows English and follows the lessons. The English coupon lists dozens of courses with a box to mark and asks only for the free booklet, so the reply costs nothing and every letter can be counted.
The big idea
More than 235000 people worldwide are studying with the ICS right now to get better jobs, and one hour of spare time can do the same for the reader.
The offer
A free booklet with full details of any listed correspondence course: mark the course on the coupon and send it to International Correspondence Schools, 17 Sharia Manakh, Cairo.
The proof
More than 235000 current students worldwide, 300 courses of study, and a guarantee of success in any subject for a student who knows English and studies as directed.
Lines from the ad
يوجد أكثر من ٢٣٥٠٠٠ طالب فى جميع أنحاء العالمThere are more than 235000 students all over the world
فلماذا لا تحذو حذوهم؟So why not follow their example?
اكتب لنا اليوم فى طلب الكتاب المجانىWrite to us today for the free book
Steal this when
Use it when selling a course at a distance and you want the reader to request free information first, with a guarantee to reassure him, rather than buy on the spot.
The emotion
Written to Hope. It makes the Say move.
It shows 235000 students already on the path, puts the effort at one hour of spare time, asks only for the free booklet, and ties its guarantee to knowing English and following the lessons.
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