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8.03
Letters/Letterhead: Design
Call-outs
Circles and other shapes can be used to draw reader attention
to the call-to-action or key benefi ts. Try to use no more than one
design shape on a single page to maintain balance of white space
with facts presented in the letter.
These shapes should appear fl uid and organic in design style to
express our contemporary image. Violators on letterhead are in
contrast to organic design and should be avoided.
Call-outs should appear in the same color used as the Monogram,
in keeping with monochromatic approach to color use.
Direct marketers may wish for greater fl exibility in the use of call-
outs to distinguish direct communications from previous mailings
and to draw attention to important product and service benefi ts
or a call-to-action. Below, is a creative sample that shows the use
of a sticky note, to highlight a call-to-action.
Direct Response Communications
Version 2.0
Page 85
Creative sample of the use of a sticky note
on letterhead.
Both these examples call out the off er, key features or benefi ts within fl uid and
organic shapes.
Convenient and Flexible
GE Money
It's the Line of Credit from GE Money ― a personal
line of credit with the convenience and fl exibility
you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are 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
• No annual fee
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
• APR as low
months.
as 7.99%
†
Yes, it's convenient ― there are no lengthy application forms to fi ll out. It just
• Credit lines up
takes minutes to accept your account by calling 1-800-363-3996. The funds
to $25,000
†
can be deposited directly into your personal checking account.
Yes, it's fl exible ― you can customize your account by requesting the
Call Toll Free:
amount you need as well as the length of your repayment term.
1-800-363-3996
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 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.
Triangular violators and hard-edge shapes are inconsistent with the GE
Brand look and feel.
Convenient and Flexible
GE Money
It's the Line of Credit from GE Money ― a personal
line of credit with the convenience and
fl exibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are 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.
• No annual fee
Yes, it's convenient ― there are no lengthy application
forms to fi ll out. It just takes minutes to accept your
• APR as low as 7.99%
†
account by calling 1-800-363-3996. The funds can be
• Credit lines up to $25,000
†
deposited directly into your personal checking account.
Yes, it's fl exible ― you can customize your account by
Call Toll Free:
requesting the amount you need as well as the length of
1-800-363-3996
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. 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 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.
GE Money
APR
Mr. Bob Smith
7.99%
V.P. Environmental Controls
ABC Company
123 AnyStreet
one of our lowest
―
Anycity, NY, 10001
rates ever
Get a loan from the
comfort of your home
Dear Mr. Smith,
Getting a loan can mean lining up, fi lling out forms and waiting days for a decision.
Not with GE Money.
We do the hard work for you ― and you don't have to leave the comfort of your home.
So if you've been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it's easier than you think with a personal loan from GE Money.
Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it's easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.
Three ways to apply ― by phone, online or mail back the
enclosed application.
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we've paid the postage for you).
Sincerely,
Sara Brown
Manager, GE Money
P.S. This low 7.99% APR off er is
extended to you until March 31
st
so please consider this off er soon.
imagination at work
GE
Raymond Hulett
127 Southend Blvd.
Lufkin, TX 75901-3927
ACT NOW TO RECEIVE up to 20% SAVINGS
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
We want you to enjoy the peace of mind that comes from knowing you are protected...and that you won't
have to pay for any unexpected repairs or needed adjustments. That's why we are giving you this special
opportunity at a special price to protect your refrigerator with a service contract.
It's called Service Protection Plus™ and here are the benefi ts:
•
COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need
occasional repairs and adjustments to stay in top running condition – especially as they grow older.
Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from
GE, you receive service as often as you need it. Your coverage includes all expenses for functional
replacement parts and labor on repairs to operating components that fail during normal use, with no
deductibles or fees of any kind.
•
PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract,
you avoid all the guesswork and hassle of choosing a dependable, qualifi ed service provider. We
schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to
repair your brand and model of major appliance or electronics. They use advanced diagnostic tools
and only quality replacement parts, so most repairs are completed in just one visit!
•
IMMEDIATE ACTIVATION – If you return your completed application, or call
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.
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