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8.03
Letters/Letterhead: Typography
Font
All copy on a letter (Johnson box, sidebar, letter body copy) should appear
in GE Inspira. Alternate lasered fonts for body copy (e.g. Times) should not
be used unless there are extenuating circumstances (e.g. preferred vendor
cannot laser GE Inspira font within allowable budget for project).
You can make full use of font styles to pull the reader through the letter:
• Selective bolding of words within heads and paragraphs.
• Selective use of italics and underlining.
• Very limited use of capitalization.
• Larger fonts for Johnson Box, sidebar copy, letter breakers.
• Contrast letter body copy font in black with other copy in the
monochromatic color selected.
In-Market Testing
Testing of alternate fonts is limited to handwritten fonts only. The use of
a handwritten font on, or within, a component is only appropriate when
performing comparative testing in select test markets, where the use of
the handwritten font is drawing attention and stimulating response to
a call-to-action, to highlight brand, product or service benefi t or when
appropriately used in a "personalized" message.
GE marketers should avoid indiscriminate use of any alternate fonts in all
direct communications.
Direct Response Communications
Version 2.0
Page 82
All copy in GE Inspira.
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are thinking
P
No annual fee
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
Funds can be deposited
directly into your
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to
$25,000
†
and a variable APR as low as 7.99%.
†
Use your line for anything you want...even to
checking account
consolidate your bills and be out of debt in as little as 36 months.
P
APR as low as
Yes, it's convenient ― there are no lengthy application forms to fi ll out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
7.99%
†
your personal checking account.
You can get out
Yes, it's fl exible ― you can customize your account by requesting the amount you need as
of debt in as little
well as the length of your repayment term.
as 36 months
Of course, the greatest fl exibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it's up to you. And, as you pay
P
Credit lines
down your account, additional funds are available for your future needs.
up to $25,000
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up to you!
Use your account
Sincerely,
for anything
you want
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this off er is no longer valid.
**,
w
,
†
Please see the reverse side for important conditions to this off er.
Body copy in alternate font.
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are
P
thinking about consolidating your credit card bills or taking a dream vacation, you can
now make it happen.
You are pre-qualifi ed* for a Line of Credit from GE Money — with a credit line
up to $25,000
†
and a variable APR as low as 7.99%.
†
Use your line for anything you
want...even to consolidate your bills and be out of debt in as little as 36 months.
P
Yes, it's convenient — there are no lengthy application forms to fi ll out. It just takes
minutes to accept your account by calling 1-800-363-3996. The funds can be
deposited directly into your personal checking account.
Yes, it's fl exible — you can customize your account by requesting the amount you
need as well as the length of your repayment term.
Of course, the greatest fl exibility is in what you choose to do with your funds.
Consolidate your debt, take a vacation, or cover unexpected expenses...it's up to you.
P
And, as you pay down your account, additional funds are available for your future
needs.
†
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up
to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit
the money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,
,
Please see the reverse side for important conditions to this offer.
w
†
In-market test of a handwritten font as a
personalized message in the post script.
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are thinking
No annual fee
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
Funds can be deposited
directly into your
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to
checking account
$25,000
†
and a variable APR as low as 7.99%.
†
Use your line for anything you want...even to
consolidate your bills and be out of debt in as little as 36 months.
APR as low as
Yes, it's convenient ― there are no lengthy application forms to fi ll out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
7.99%
†
your personal checking account.
You can get out
Yes, it's fl exible ― you can customize your account by requesting the amount you need as
of debt in as little
well as the length of your repayment term.
as 36 months
Of course, the greatest fl exibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it's up to you. And, as you pay
Credit lines
down your account, additional funds are available for your future needs.
up to $25,000
†
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up to you!
Use your account
Sincerely,
for anything
you want
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this off er is no longer valid.
**,
w
,
Please see the reverse side for important conditions to this off er.
†
P
No annual fee
Funds can be deposited
directly into your
checking account
P
APR as low as
7.99%
†
You can get out
of debt in as little
as 36 months
P
Credit lines
up to $25,000
†
Use your account
for anything
you want
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