By Bob Bly
Sixty years ago, Frank H. Johnson was looking for a way to increase the impact of his sales letters.
Johnson decided that instead of forcing readers to wade through a mass of copy before making the offer, he would highlight the offer in a centered rectangular box placed at the very top of the letter above the salutation. The results were terrific, and the "Johnson Box" has been going strong ever since.
Copywriter Ivan Levison shares some tips you can use for putting a Johnson Box to work the right way:
1. Put the right content in the box. What should you include there? The offer. The main product benefit.
2. Use it in the right kind of letter. If you're writing a non-personalized letter that's going out bulk rate in a window envelope using teaser copy, a Johnson Box will fit right in.
3. Make it the right size. If you're mailing an 8 1/2" x 11" letter (folded twice down to 3 5/8") you want the Johnson Box and the salutation line to appear above the fold.
4. Use an appropriate box shape made from a fine-ruled line. For added impact, throw a screened-back second color inside the box.
5. Use a box in the body of the letter. There's no law that says you can't throw your guarantee into a small box somewhere within the letter. Or a few testimonials. Or a short excerpt from a glowing product review.
6. Show your fulfillment piece in a box or at the top of your letter. If you're offering a report, guide, White Paper, Executive Summary, whatever, use a picture of it.
Source: "The Levison Letter."This article appears courtesy of Bob Bly Direct Response Letter."
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