Boy have I received a great direct mail package through the mail. And guess what it’s selling ?
Chocolate. Yes that’s right.
Not just any old chocolate though. Luxury chocolate. Both dark and milk chocolate.
(BTW the company website is www.chocs.co.uk . Apparently they have over 100,000 chocolate club members.
Anyway there’s ten (Yes TEN!) seperate elements in their mail package.
I’d love to go through each element and dissect each one for you. And reveal why I think they all add up to a great package. But space doesn’t allow this.
And I don’t want to bore you.
So let’s take a quick look at what they’re offering.
Firstly they have a great offer.
You can have sent to you their best (and most popular) box of chocolates for just £9.95. BUT. You don’t send in any of your money. They want you to sample the chocolates before you pay for them. If you’re not happy with the selection you receive they’ll refund or replace any of the chocolates.
And you’re under No further obligation to take any more chocolates.
That’s not too shabby is it? But their offer gets better.
You’ll also receive an early bird offer by responding within 10 days. It’s a FREE Liquid chocolate drink. Just add hot milk and you’re in chocolate heaven. Hmmm tempting eh.
However it gets better.
You’ll also be put into a draw to win a FREE holiday for two to the Caribbean island of St Lucia. This includes free flights AND £500 of spending money.
If you really love chocolate, then by now you’ll be straining at the leash to send back their reply card.
And if you need to rationalize your buying decision to yourself they’ve done it for you. (Remember people buy for emotional reasons and justify their purchase with logical reasons.)
There’s even an insert titled ” 10 Good Reasons To Eat Chocolate”. Talk about overkill.
Here’s just a few titbits;
“Reduces the risk of Heart Attack” – includes a medical study.
“Improves Circulation and Blood Pressure”
“Encourages Good Cholesterol”
Worried about the calories?
They’ve even got a piece on that. How good quality chocolate is better for you than cheap chocolate.
There’s even a short Stick Letter to reduce buyer’s remorse. And answer a few of the questions going through the reader’s mind.
And if you’re a dark chocolate aficionardo they’ve thought of that as well.
The company hasn’t missed a trick.
Heck they’ve even got a photo of Prince Charles at their cocoa plantation.
An endorsement by royalty.
Oh and the pictures on the envelope….Talk about enticing. You’d certainly tear the package open. And that’s half the battle.
Perhaps the only criticism I could possibly have is their short sales letter.
Headline
“Is It possible – A No.1 Collection of Exquisite Chocolates For Just £9.95?
And first paragraph;
It is. And that price includes delivery. And these are genuine No.1 chocolates as voted for by the members of Hotel Choclat’s Tasting Club. With its 100,000 membership could there be any better recommendation that that?
I think they could have written this better. Appealed to the reader’s ego better.
But hey! I’m being hyper critical here…-:) -:)
This really is a great direct response mail package. And it’s definitely going in my swipe file.
I’m going to respond just to get on their mailing list to see what else they’ll send to me in the future. And I urge you to do the same. You’ll learn a lot.
Remember their site is www.chocs.co.uk
Until the next time.
Warmly
Mark
PS. Just subscribed to their offer online. And it’s exactly as it says on the tin. No asking for credit card details. No payment. Just fill in your address and you’ll receive your chocolates.