Broken Line, Solid Practice
Historically, the prototypical direct response ad has always included an order form, which is invariably surrounded by a broken line. To those who don’t respond by phone or – today – computer, such a plain and unmistakable border tells the audience to get out the scissors, detach along perforation and mail before said offer expires. Even if there’s no form to complete, coupon to save, or paper to shuffle in any way whatsoever, it’s still an incredibly strong call to action. It’s Pavlovian, really, consistent with the laws of the conditioned reflex. But evidently all this is no secret to the marketing team at Boston Sports Clubs. I can’t tell you how many ads of theirs I’ve seen framed by broken solid – as opposed to dotted – lines. For a business that’s all about getting people up and at ‘em, that sure is one way to get people (read: potential customers), well, up and at ‘em.
