As I described in Play R-03: Focussed Copywriting and R-11: Dimensional Direct Mail, the Yellow Tape campaign we developed was highly successful. Why? Because we linked the message to human emotion. And in this case, the human emotion of loss.

click to enlargeBy focusing on “Loss” instead of “Gain,” we were able to conjure up all sorts of thoughts in the customer’s mind. All of which contributed to getting the reader or recipient to take action.

Here’s the ad, as it ran in several publications such as CIO, as a 2-page spread in 2000. We also sized it down into a one-page version.

Pay particular attention to the caption, too. People read the fine print, and in this case, it seals the deal because we further connect the message to the Recipient’s top-line (revenue) when we refer to its customers: “We may not be able to save your corporate headquarters, but with Double-Take, your customers won’t know it’s gone.”