The Pub Note examines the purpose of this small but response-boosting element. It is part 4 in a 6-part series detailing the focused role of each component in a typical, multi-piece direct mail package. To help explain these concepts, this series draws a comparison between mail components and the presentation strategy used by many successful door-to-door solicitors.
In this Series:
“Offer” references the response incentive offer that a package should be structured around.
“Offering” references the core product or service that is ultimately being solicited.
The “Pub Note:” authoritative, “take it from me” assurance.
“Pub Note” references a small, personal letter message included in a direct mail package. The letter is usually from—and signed by—a top executive associated with the company that the package is from. The name Pub Note is actually an abbreviation for “Publishers Note.” In the peak years of direct mail, Publishing Companies pioneered and dominated a large portion of direct mail marketing, and so it was very common to have a “Head Publisher” associated with this letter. So common in fact, that the name “Pub Note” became synonymous with a small letter fro upper management,” regardless of what business or service the offering was from.
The Pub Note separates itself from the package’s sales tone and strategy by offering what is intended to be an alternate, focused, credible, viewpoint. It is written in first person from “the Publisher” (or a company executive), in a style that tries to communicate the sharing of some inside information. Important facts that the recipient may want to consider.
The message should be short (usually just a few paragraphs) and focused on a single, concise topic.
Pub Note topic Strategies can include:
- Disclosing personal experiences regarding the product value or offer value.
- Sharing a tale about someone who responded and enjoyed a positive outcome
- Sharing a tale about someone who did not respond and experienced most opportunity
- Explaining the reasoning behind the recipient being chosen to receive the offer
- Congratulating the recipients on taking the time to really consider the value presented.
- Assuring the validity of any guarantee, lack of risk, etc
- Sincerely reminding of any deadlines or limits associated with the offer
- And any other fact-driven message that may emotionally connect with and sway the reader
Because the Pub Not comes from a presumed “executive,” the tone of these messages is almost always without hyperbole, and instead approaches the subject matter coming from a place of sincere concern.
Example:
“It is important to me you understand how truly unique, valuable, and time sensitive this offers real is. Honestly… we may never be able to make this offer again.”
Validating and addressing prospect concerns
This “Direct Mail Components Explained” series of articles correlates the message cadence of direct mail with the presentation of an in-person salesman. Following that analogy, the Pub Note can maybe be viewed as “a phone call to the boss.” One that the sales person makes during his pitch, and where “The boss” then “answers a question,” “validates a claim,” or addresses a common concern” for a skeptical prospect.
Conservative design aligned with the message it delivers.
Like the message it conveys, the design of a Pub Note is usually straightforward on what appears to be official “From the Desk Of” company stationery note paper. The body text is usually fee of any gimmicks, other than an “authentic signature” and possibly hand-drawn underlining of one or more key points. Often, it is inserted folded in half, with a provocative message on the outside that hints at the message topic:
Example:
“If you are considering ‘waiting to respond’ — very soon, you may not be able to.
Pub Note Conclusion
Pub Notes need to identify and address topics that can potentially delay or prevent response. Done in a way that wins reader trust. Calling KROHA is strategic way to ensure your Pub Note performs and improves response for your Direct Mail Campaign.
