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 copy opens with what specialists say: cutting the skin around the nail does harm, and Cutex is the liquid that removes that dead skin with no scissors. Drawings of the box, the bottle and a hand at work show the new routine, and the close is a coupon: 5 piastres by post to the Cairo agent buys a set good for six manicures, so a new habit costs the reader almost nothing to try.

The big idea

Specialists warn against cutting the skin around the nail; Cutex liquid removes that dead skin with no scissors, and a 5 piastre trial set proves it at home.

The offer

Send the coupon with 5 piastres to the Cutex agent, PO Box 535, Cairo, for a small manicure set enough for six manicures. Full sets are sold at pharmacies and perfume shops.

The proof

The word of specialists that a cut cuticle turns dry and ragged. Drawings of the set, the bottle and a pair of hands at work.

Lines from the ad

ارسل هذا الكوبون مع ٥ قروش

Send this coupon with 5 piastres

بخمسة قروش طقم لتقليم الأظافر يكفي لست مرات

For five piastres, a manicure set enough for six times

يقول الاختصاصيون انه يجب وقت تقليم الاظافر بذل كل عناية لكي لا تجرح الجلدة المحيطة بالظفر

Specialists say that when trimming the nails every care must be taken not to cut the skin around the nail

Steal this when

Use it when you are asking people to replace an old habit with your method, and a small paid trial kit can do the convincing at home.

The emotion

Written to Trust. It makes the Say move.

For a coupon and 5 piastres the reader gets a set good for six manicures, so Cutex is tried against the scissors at home before a full set is bought at the pharmacy.