This is an example of an exceptional piece of direct response that used the pure power of persuasive copy to convince a traditionally skeptical audience and broke a $1.1m sales record for the brand.
“The brief wanted it all - a single page letter, to the CTO of the bank, convincing them to attend a live software demo”
The solution?
The inspiration came from a novel written in 1939 by Ernest Vincent Wright. A book written without words that contain the letter E.
The envelope posed a question that could not be ignored
The letter then set up the challenge
The entire letter was painstakingly written as a lipogram without a single use of the letter ‘E’ - the brand name being the only notable exception to the rule, of course.