Taking Control: KCET Staying Top of Mind — and Mail Pile
In terms of copy, while the letter in the prior control talked about the tangible, cost-saving benefits of membership with KCET, the action-needed letter talks about what KCET offers TV viewers and the need for support to keep that programming going.
“[The letter] is not convoluted or confusing,” Scheib says. “It’s simple and to the point, and really demonstrates the mission of KCET and the need and importance of viewer support. It directly translates their support into the benefit of public television.”
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