Tuesday, January 15, 2013

Just because you're American Express ...

 ... that doesn't mean I'm going to invest a lot of time and energy in trying to read your extremely difficult- to-read letter I just received offering me your Business Gold Rewards Card.

Here's what I saw at a glance:

The opening sentence started with your name and offered me no reason to continue reading -- both are immediate indicators this letter is all about YOU and not about me.

The typeface was too dense to be inviting to read and the line length made tracking from the end of one line to the start of the next challenging.

Your key benefit copy was in a type color that receded rather than emphasized.  Seriously, make things hard to read and you guarantee they won't get read.

Dense, dense, dense copy.  Think boring ....

No P.S.  (Hello .... did you know that 30% of the people who read letters read the P.S. first ... and you don't have one.)

The only message on the page that caught my eye was at the very bottom.  It read:
You can choose to stop receiving "prescreened" offers of credit by calling toll-free, etc., etc., etc.

Which is is exactly what I'm about to do.

Shame on you, American Express.  You can do better.

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