I always know when I'm working with someone who doesn't understand marketing when the person says, 'But you already stated the promise once already.'
'Yes, I did,' I respond. 'And I said it eight more times in the promotion.'
Never be shy about stating your promise over and over again. ING Direct proves that in this mailing, in which they say ING's savings rate is seven times better than the national average. They state the promise not once, but seven times!
They say it two different ways. They repeat the '7x national average' claim on the back of the carrier and 3 times in the letter. And so you don't have to do the math, they do it for you and tell you that you can save $300 v. $40 at a traditional bank using ING's rates. Those figures are repeated on the front of the carrier and several more times in the letter.
Why do they do it? Because it works. State your promise loud and clear and state it again and state it again and state it again ...