Page 208 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

so they get the chance to book next year’s support contract at
this year’s prices.
Maybe a new ad? Or a mailing?
I’ll leave the details to you.
Karen
The ad was designed to look like an internal memo, and set off-
center against what appeared to be a normal page of editorial.
Opposite the ad we ran a bound-in insert with a straight presentation
of the deal on offer and a booking form.
The results were good, better than the control. I guess people
just liked the idea that someone had goofed and they could take
advantage of this little piece of insider information. Even though it
was a deal we could have presented in a straight ad, it just looked
more interesting this way.

In practice

• If you decide to try this approach, make sure you nail the internal

tone of voice. Imagine you’re recording a meeting then just type
up what you overheard.

• You could even create a little giveaway based on giving the

recipient the inside track. Use words such as “revealed,”
“exposed,” or “discovered.”

100 GREAT COPYWRITING IDEAS • 199