This is the time of year that mailboxes start overflowing with catalogs celebrating the holidays and touting gifts ideas.In recent years, it's become a bit of a guessing game to see just how early the holiday catalogs start arriving. This year, it was the week before Halloween. Timing is an important element of making a message relevant.
Another element is understanding -- i.e. "I understand your reality." This has been a tough year for many and I suspect people are being more cautious with their money. With 10.2% unemployment and rising (some are now forecasting 11-13% unemployment), and credit card defaults, foreclosures and bankruptcies in the news, even people with jobs and money may still not feel like splurging this holiday season.
The Design Within Reach (DWR) mailing I received today (first two pages reprinted below from DWR) is the first I've seen to do an effective job of communicating, "We get it."
The compact six-page footprint says, "we know you hate to waste paper - we do, too." The copy on page two (shown above) gently helps the reader to feel okay about wanting to give by noting:
For every person there is a gift, and not a gift for just one season, but one for all time. The secret these items share is smart design. Each one is unique in how it solves a problem or makes something more comfortable or easier to do. In this way, they are not just objects, but more like tools. Celebrate this season of giving by sharing tools for living.
Brilliant.
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