Definitions for "Johnson Box"
In a direct mail letter, a "headline" that precedes the salutation, designed to attract the reader's attention or to quickly communicate the most appealing points of the enclosed offer.
The headline in a direct mail letter, often set within a rectangular “box.” It’s the part of the letter that’s most likely to be read.
Wording that appears at the top of a letter highlighting the key benefits and offer of a mailing.