I received two direct mail solicitations on the same day using "handwritten" fonts -- a tried and true direct marketing tactic. Who do you think used the tactic better, AT&T or a small Italian farm that most people have never heard of?
AT&T's offer arrived in a plain-looking legal-sized envelope (a.k.a. "DL" envelope). The font they selected could pass as actually handwritten, but the non-personalized address to "Valued California Resident" surely tips off most recipients that it was a marketing solicitation rather than a letter from a friend.
Inside is a flyer that simulates a bad photocopy with "handwritten" notes in blue from the unknown sender who states "Why wait? I'm calling today!". On a scale of 1 to 10, I'd rate this DM piece as pathetic.
The other DM piece I received came from Frattoria La Vialla as an insert in
Management Today magazine. There's no mistaking this four-color piece as
actually handwritten, but the use of the font perfectly fits the piece. (Note: the image quality has unfortunately been reduced by my scanner.)
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