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.
A box set above the body of a letter, which states the main message of the offer in a compelling way; the letter's headline.
the top part of the letter, set above the body of the letter, that states the main message of the offer in a compelling way; the letter's "headline."
Copy placed at the top of a letter and surrounded by a box or other graphic element, usually highlighting benefits or the offer, to persuade prospects to read on. Named after Frank Johnson, American direct mail pioneer, who invented the device to promote magazine subscriptions in the 1970s.
A Johnson Box is a box commonly found at the top of direct mail letters, containing the key message of the letter. The purpose of it is to draw the reader's attention to this key message first, and hopefully grab their attention, enticing them to read the rest of the letter.
