A Johnson Box is usually found at the top of the direct mail, which contains a key message of the letter. The goal is to get the reader's attention on this key message first, and hopefully they catch their attention, drawing them to read the rest of the letter.
Johnson Box is very effective, but it lends air "sales" to letters, and is therefore considered inappropriate for letters intended to be formal or personal.
It has also been customized with email formats, having the added benefit of allowing the most important messages in the email to be visible in the preview pane of the email reader.
The Johnson box was named after direct marketer Frank Johnson, who was credited with using Johnson Box to increase his response to his offer for American Heritage magazine. He does not claim credit for making devices, claiming only popularized them.
Johnson Box has since "evolved" by usage. Often used in the middle of a page, especially to highlight testimonies or important sentences of writing. It's even now used to surround the order form at the bottom right of the page that repeats the benefits and offers.
Video Johnson Box
References
Maps Johnson Box
External links
- Frank Johnson's original letter, first use of Johnson Box
Source of the article : Wikipedia
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