Johnson Box

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.

A Johnson Box is very effective, but it lends a "salesy" air to a letter, and so is considered inappropriate for letters that are intended to be formal or personal. [ [http://www.aegis-resources.com/Product_Marketing_Handbook_Exc/Software_Direct_Marketing/software_direct_marketing.html The Product Marketing Handbook For Software] ]

It has also been adapted to the email format, having the additional benefit of allowing the most important message in the email to be visible in the preview pane of an email reader. [ [http://www.clickz.com/showPage.html?page=1458191 ClickZ Network] ]

The Johnson Box is named after direct marketer Frank Johnson, who is credited as having created the Johnson Box to improve response to his offers for American Heritage magazine. He does not claim credit for creating the device however, claiming to have only popularized it. [ [http://www.melissadata.com/enews/articles/1003/7.htm Melissa Data] ]

The Johnson Box has since "evolved" by use. It is often used at the middle of the page, particularly to highlight a testimony or an important sentence from the writing.It is now even used to surround an order form at the bottom right of the page which re-iterates the benefit and offer.

References

External links

* [http://www.directmag.com/news/marketing_frank_johnson_johnson/ Frank Johnson's original letter, the first use of the Johnson Box]