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7.02
Tone of Voice: Optimistic, Precise and Simple
optimistic
A sense of optimism is central to our brand expression, and that sensibility
leads to imaginative and innovative communications. While direct response
can use language that creates urgency, negative selling techniques are not
consistent with the GE Brand.
precise
Precision is a dimension that refl ects our engineering heritage and adherence
to the principles of Six Sigma. Throughout our communications avoid jargon,
unsubstantiated claims and verbose descriptions. Use clear, specifi c language,
charts and imagery to explain features and benefi ts. Other graphic design
devices and icons can direct a reader through a DR communication, making it
easy to understand the benefi t and desired action.
simple
Simplicity in our communications results in impact. It means presenting
complex services and products in the clearest way we can, using proven DR
techniques. Simplicity also means avoid cluttering DR communications with
too many type, color and design devices.
Direct Response Communications
Version 2.0
Page 64
This letter conveys an optimistic
tone. The benefi ts and required
action are very precise. The tone,
open design, and instructions for
taking action reinforce simplicity.
Sample A. Sample,
123 Anystreet
Anycity, NY, 10001
Just 15 minutes of your time could save you
up to $6,000 in monthly mortgage payments
your fi rst year.
Dear Mr. Sample,
We're pleased to let you know that you're pre-qualifi ed for a home loan from GE Money that
could save up as much as $6,000 in payments your fi rst year.
What would you do with all that extra cash? You could get started on a home renovation
product, take a special vacation, or get that new car you've had your eye on ― its up to you.
Call us at 1-800-555-5555 today.
Our loan process is easy, quick and hassle-free.
Even if your credit is less than perfect, we can help you achieve your
fi nancial goals. There is no cost or obligation. After 15 minutes on the
phone, we'll immediately send you a customized loan solution.
We're GE Money and we've helped thousands
of people like you.
For more than 125 years, GE has worked to earn the
trust of its customers. Simplify your life ― check out what
GE Money can do for you.
Sincerely,
Dennis Murphy
Director of Marketing
GE Money, Home Loans
P.S. Remember, you are pre-qualifi ed. Call GE Money at 1-800-555-5555 for a personalized
loan before this off er expires on August 20, 2006.
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