What would Jayme do?

Bill Jayme was probably the greatest direct mail copy writer on the planet. He and his graphic designer partner, Heikki Ratalahti, created packages that cumulatively sold millions of copies of Smithsonian, Bon Appetit, Food and Wine, Mother Jones and over two dozen other publications. It's been over twenty years since their last effort (Jayme died in 2001) and I sometimes wonder how they would approach today's direct marketing world.

They disapproved of most gimmicks - employing only a show-through "FREE" token on the order card. What would they think of QR codes and purl addresses? Bill wrote wonderfully long, literate and lyrical letters. (Research showed that each additional page added as much as an extra 1/2 percentage point to response). I suspect he would be appalled with the trend toward postcards and one-page/one sided letters. (Actually, I really suspect he would just laugh and say, "I'm selling and you're not, you fool.") Beautiful envelopes with powerful tease devices were a trademark of their packages. The Psychology Today envelope famously asked, "Do you close the bathroom door even when you're the only one home?" When was the last time you saw a really great envelope?

That being said, we cannot ignore that it is a brave new world and that today's direct marketing practitioners have far more technological tools at their disposal than Jayme and Ratalahti could have imagined. Creative as they were, there was a plan of attack for each package. The envelope drew you to the letter, where typically you would read the headline or Johnson box first, then the PS and then the body of the letter. A publishers lift note would add a second "voice" to the package, either re-stating the offer or adding a new benefit - or both. A full-color brochure would "show and tell" the unique features of the magazine. Finally, the order device would re-tell a brief version of the sales message and confirm the offer. Each component was designed to play a specific role in moving you from piqued interest to subscribing.

So - how can you add today's technological arsenal to this proven attack plan?

Last summer we created an integrated direct mail, email and internet effort for an area university. The 9" x 12" envelope made a traditional sweepstakes offer with a 21st century twist - you could enter online at your own personalized web page (purl) - AND - if you had a smart phone you didn't even need to type your url, you could just scan your personal QR code. All of the necessary information was on the envelope so there was really no need to open it. THAT'S where it gets complicated. The internet elements must do the same jobs as the components in the envelope - BUT - they must do them better. When you send a potential buyer to the internet you magnify the opportunity for distraction. Just when she is ready to order, a facebook alert comes up or she decides to compare your pricing to a competitor's. You risk losing a sale or inquiry with each click.

Never has great writing and creative been more important than in this multi-media digital age. There was only one Bill Jayme and I doubt that we'll ever see the likes of his talent again - BUT - it is critical that, even with today's technology, we heed the lessons he can teach.