You can learn amazing things from children’s books. Take famous Willy Wonka by Roald Dahl, for example. The Golden Ticket, a promise, a delight that will make you happy. Isn’t it how advertisement works?
I marveled over the text printed on the Golden Ticket itself. It is a perfect direct mail letter, and one can just modify and use it for one’s own campaign. Let’s analyze it:
“Greetings to you, the lucky finder of this Golden Ticket, from Mr Willy Wonka! I shake you warmly by the hand!” (Warm introduction by the product developer who brings a sought-after product to the market. It could be your next iPhone or Samsung Galaxy. Isn’t that how Tim Cook, Apple CEO, presented the iPad Air? Check this CNet video on iPad Air)
“Tremendous things are in store for you! Many wonderful surprises await you!” (Apple again is a great example. Advertising has equated the Apple brand with pure happiness and self-fulfillment. Or, Willy Wonka just as easily be peddling Louis Vitton handbags.)
“For now, I do invite you to come to my factory and be my guest for one whole day – you and all others who are lucky enough to find my Golden Tickets.” (This is an invitation-only event! You are special. It’s YOU who we care about the most!)
“I, Willy Wonka” (or Tim Cook, Anthony Robbins, Richard Branson, Warren Buffet, add your own celebrity), “will conduct you around the factory myself, showing you everything that there is to see, and afterwards, when it is time to leave, you will be escorted home by a procession of large trucks. These trucks, I can promise you, will be loaded with enough delivious eatables to last you and your entire household for many years. If, at any time thereafter, you should run out of supplies, you have only to come back to the factory and show this Golden Ticket, and I shall be happy to refill your cupboard with whatever you want. In this way, you will be able to keep yourself supplied with tasy morsels for the rest of your life.” (Wow! You don’t need to work anymore!)
“But this is by no means the most exciting thing that will happen on the day of your visit.” (An even bigger PROMISE here. Wouldn’t you want to just peek what’s in there?)
“I am preparing other surprises that are even more marvellous and even more fantastic for you and for all my beloved Golden Ticket holders – mystic and marvelous surprises that will entice, delight, intrigue, astonish and perplex you beyond measure.” (This is a great selection of attention-grabbing verbs! Are you intrigued?)
“In your wildest dreams you could not imagine such things could happen to you! Just wait and see!” (More emphasis to keep you hooked.)
“And now, here are your instructions: the day I have chosen for the visit is the first day of the month of February. On this day, and on no other, you must come to the factory gates at ten o’clock sharp in the morning. Don’t be late! And you are allowed to bring with you either one or two members of your own family to ensure that you don’t get into mischief. One more thing – be certain to have this ticket with you, otherwise you will not be admitted.” (This is a 100% money return guarantee — what you usually see at the P.S. or P.P.S. line.)
Humans need miracles and adventures, which is why Willy Wonka’s promise entices us so much. Money isn’t everything – sometimes the lure of an experience is much more powerful. Hope that this can inspire your next mail campaign. Oh, and one more thing, do you have your Golden Ticket?