Do you know what a Johnson Box is? You’ll have definitely seen one, but may not realise it’s importance in direct mail.
A Johnson Box is the headline at the very top of a sales letter, above the salutation, that asks a question or leads with an offer.
Research has shown that the Johnson Box, and the P.S., are the two points of a sales letter a customer reads first. Sometimes they are the only two points a customer reads! So, the Johnson Box is a big responsibility for the writer of a sales letter. It’s important to write an effectively worded headline that propels the customer to read on.
So, today’s Fact is a chance to pause and pay homage to the late Frank H. Johnson, direct mail pioneer and creator of the Johnson Box. His technique has proved to be so popular that it has now become standard practice in direct mail. All hail Frank H. Johnson.