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8.03
Letters/Letterhead: Improper Use
1.
Don't use more than one photo per letterhead.
2.
Don't use feathered-edge photos.
3.
Don't indent paragraph copy.
4.
Don't use hard-edged call-out shapes. Opt instead for circular,
organic shapes.
1.
Dream Kitchen
Sweepstakes
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Enter to Win
Dear Mr. Sample,
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt
ut labore et dolore magna aliquyam erat, sed diam voluptua.
At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takima-
ta sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr,
sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam vo-
luptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipsc-
ing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed
diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren,
no sea takimata sanctus est Lorem ipsum dolor sit amet.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit prae-
sent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse mo-
lestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dig-
nissim qui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi.
Yours faithfully/sincerely
Martyn Durran
Head of Sales
P.S. Lorem ipsum dolor sit amet, consetetur sadip-
scing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna
Direct Response Communications
Direct Response Communications
Version 2.0
Page 88
2.
Convenient and Flexible
GE Money
It's the Line of Credit from GE Money ― a personal
line of credit with the convenience and
fl exibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are
thinking about consolidating your credit card bills or taking a dream vacation, you
can now make it happen.
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit
line up to $25,000
and a variable APR as low as 7.99%.
Use your line for
†
†
anything you want...even to consolidate your bills and be out of debt in as
little as 36 months.
Yes, it's convenient ― there are no lengthy application forms to fi ll out.
It just takes minutes to accept your account by calling 1-800-363-
3996. The funds can be deposited directly into your personal checking
account.
Yes, it's fl exible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term.
Of course, the greatest fl exibility is in what you choose to do with your
funds. Consolidate your debt, take a vacation, or cover unexpected
expenses...it's up to you. And, as you pay down your account, additional
funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It's convenient, it's
fl exible...it's up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
off er is no longer valid.
**,
w
,
†
Please see the reverse side for important conditions to this off er.
3.
GE
Appliances
ACT NOW TO RECEIVE
20% SAVINGS
1-800-626-2224
www.GEAppliances.com/spp
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample:
The standard warranty covering your Hotpoint refrigerator expired quite some
time ago.
Coverage
includes
We want you to enjoy the peace of mind that comes from knowing you are
protected...and that you won't have to pay for any unexpected repairs or needed
all expenses
adjustments. That's why we are giving you this special opportunity at a special price to
protect your refrigerator with a service contract called GE Service Protection Plus.
for functional
replacement
COMPREHENSIVE COVERAGE
parts and
Even the best operating major appliances and home electronics need occasional
labor
repairs and adjustments to stay in top running condition ― especially as they grow older.
Today, just one service call alone can easily cost $150 or more! But with Service Protection
Plus from GE, you receive service as often as you need it. Your coverage includes all
P
expenses for functional replacement parts and labor on repairs to operating components
Range
that fail during normal use, with no deductibles or fees of any kind.
P
Refrigerator
PROFESSIONAL, RELIABLE SERVICE
P
Dishwasher
By dialing the toll-free phone number listed on your contract, you avoid all the
P
guesswork and hassle of choosing a dependable, qualifi ed service provider. We schedule
Dryer
service promptly ― at a time that is convenient for you. Our expert technicians are trained
to repair your brand and model of major appliance or electronics. They use advanced
P
Microwave
diagnostic tools and only quality replacement parts, so most repairs are completed in
just one visit!
4.
Convenient and Flexible
GE Money
It's the Line of Credit from GE Money ― a personal
line of credit with the convenience and
fl exibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart fi nancial option specially designed for you. Whether you are thinking about consolidating
your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to $25,000
†
and a variable
APR as low as 7.99%.
Use your line for anything you want...even to consolidate your bills and be out of debt in
†
as little as 36 months.
• No annual fee
Yes, it's convenient ― there are no lengthy application
forms to fi ll out. It just takes minutes to accept your
• APR as low as 7.99%
†
account by calling 1-800-363-3996. The funds can be
• Credit lines up to $25,000
†
deposited directly into your personal checking account.
Yes, it's fl exible ― you can customize your account by
Call Toll Free:
requesting the amount you need as well as the length of
1-800-363-3996
your repayment term.
Of course, the greatest fl exibility is in what you choose to
do with your funds. Consolidate your debt, take a vacation, or cover unexpected expenses...it's up to you. And,
as you pay down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It's convenient, it's fl exible...it's up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly into
your checking account.
* If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
off er is no longer valid.
**,
w
,
†
Please see the reverse side for important conditions to this off er.
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