Worth Sharing: Using the "Johnson Box" in your Direct Mail pieces

[Zaid R.]

I came across something worth sharing - using a Johnson Box to get your quick message across to the recipients of your direct mail campaign (letters, postcads...etc)

A Johnson Box is a box usually at top that contains the key message you're getting across - it could be a "We buy houses, Call us" or "Call me to get added to our buyers list"...etc

The key concept is that messages stick out and grab the readers' attention when placed in a box, a bigger font, a different color. I think this is something much needed, especially when we know how small most lead conversion rates are.

Since I read up on this, I noticed that in most websites I visit, letters I receive...etc there usually is an area or a bigger font that just sticks out and I read it first.

I just wanted to share this and get your thoughts

Few articles I checked out:

Wikipedia entry for Johnson Box

BizReport: Using Johnson Box in internet/email marketing

The first fields that stuck out to me in few different examples: