A few weeks ago, I got this piece in the mail from American Express in an effort to get me to go Platinum – my “exclusive invitation to apply.”
And I will tell you, without even a hint of sarcasm, this piece felt exclusive. The weight of it in my hands. The soft Touché® envelope and cover stock. The metallic silver lettering. And just the right messaging approach on the brochure inside:
Buy everything you want? Nope. Impress your friends? Please. American Express knows what their luxury audience (not me, by the way) is looking for: “Get more out of life.” The photos illustrate what “more” refers to. Exclusive dining options, access to remote places, time with family, and unique experiences that not everyone can afford to procure. Some of the perks to membership at this tier of Amex include:
A hard package to resist, indeed. An email with the same information wouldn’t have even been opened. It was the look and feel of the piece in my hands combined with the promise of the teaser copy that made me even consider reading what was inside. Now if only I were the right target audience…