You won’t find it at your local U-Haul store. Or in a geometry textbook. And it’s not a style of old-school punching techniques created by the famed boxer Jack Johnson.
A Johnson Box is found at the top of a direct mail letter to summarize the key offer and entice the reader to read on. Often, it’s framed and features a larger font size. Legendary direct mail copywriter Frank Johnson is credited with the invention of the Johnson Box.
Since most people would rather watch paint dry than read a four-page letter, the Johnson Box gives readers a condensed version of the offer. Johnson Boxes have also been adapted for use in e-mails, so expect this relic to survive the 21st century.
Bottom line: If you don’t feel like reading, check out the Johnson Box and the P.S. line—you’ll get the point fast.
This entry was posted on Wednesday, September 24th, 2008 at 10:26 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
October 17th, 2008 at 4:46 am
Thanks for remembering an oldie but a goodie.
LOTS of letters in the 1980’s used the good old Johnson Box.
October 17th, 2008 at 10:33 am
And if you crack open some #10 envelopes today, the Johnson box still reigns. Got one the other day from National Geographic that used a box.