(Click
for a larger view.)
AMERITRADE
DIRECT MAIL LETTER
This letter
came from Ameritrade, one of the largest advertisers in the
investment world. Take a look. Our notes are in yellow.
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The letter
measures 8½" x 14" - probably because of all the body copy.
The font is tiny, hard to read and has too many different
styles (italics, asterisks, bold, underline). A tear-off coupon
on the bottom is good for 25 Free Trades when you open a new
account. Good job. And good use of direct response - complete
with an expiration date.
The letter
starts with a big orange box and headline "Apply Today.
Trade Today." Smaller text talks about "25 commission-free
trades." Nice start. But we would have preferred to see
the Free Trade type as the headline. Remember: 95%
of direct response is the headline.
The overall
body text is wordy. We call this copy that isn't "tight."
The letter talks about their web site and 800 # more than
twice! Bad move. It makes it seem like Ameritrade is desperate.
Finally,
the President signs the letter in black. But not really. And
not really clear. A blue signature from a postscript print
or autopen would have been more effective. Prospects look
at signatures on letters in the first 5 seconds. Also the
NASD disclosures below the P.S. should appear on the back
of the page.
Overall,
an average piece. But with a lot of potential.
Impact!
Grade: C+
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