Head-Turning Copy

This package from the Parents Television Council uses urgent, motivating copy to rally constituents.

Enclosed in the 4.5-inch-by-10.25-inch carrier printed on brown paper bag-like material is a four-page, 8.75-inch-by-10.75-inch brochure that holds a petition, a two-page content summary of the “explicit” content in the TV show “Rescue Me,” and a reply form. The petition to elected representatives demands “Cable Choice,” which would allow households to opt-out of receiving channels that they feel have indecent programming.

The content summary includes partial transcripts of the first four episodes of the 2006 season of “Rescue Me.” A caution at the top of the summary reads, “CAUTION: This material from the first four episodes of the 2006 season is sexually explicit and laden with foul language and sordid subject matter. You are likely to find it highly offensive, and you should definitely not allow any young people to be exposed to it.” The reply includes two affirmative options; one that says “YES, Brent, I have signed my URGENT PETITION …” and the other, an acknowledgement that the member has enclosed a contribution to the organization.

The 8.5-inch-by-11-inch, four-page letter features a Johnson box with three paragraphs of large, teal copy describing the offensiveness of “Rescue Me.” “It’s non-stop filthy language and ever-more-sordid plots are sure to turn your stomach. And here’s the bad news -- You probably get this show. And even if you don’t watch it, you are paying to put it on the air.” After the Johnson box, the first line of the letter reads, in all caps, “Please don’t let any children read this letter!”

No matter where you stand on the issue, it’s hard to deny that this is some masterful, alluring copy writing.

The letter’s copy continues to present PTC’s case in this outraged and protective manner. Phrases like “shocking sexual content,” “gross foul language,” “utter filth” and “perverted garbage” appear throughout its paragraphs. As icing on the cake, an 8-inch-by-9.75-inch lift note on yellow paper marked “Urgent!” in the top right corner — and written to appear like a last minute thought — informs members that Cable Choice has been introduced in the Family Choice Act of 2006, making it even more important for members to sign the petition and contribute.

In this mailing, PTC does a great job of covering all of its basis and presenting its case through compelling copy.

THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.