Laithwaites Wine - The ‘Tony Laithwaite’ Cream Pack

First, I focussed strongly on the discount voucher; it’s the hero of the mailing and shows through the envelope. £55 off wine is hard to decline! But rather than stop there, I wrote the whole letter as a very personal note from the founder, Tony Laithwaite, himself. Notice how the start of the letter reprises the offer. Then, a lot of extra flyers, which still seem to work, especially the free corkscrew. The original pack had a real stamp on the envelope. I’m particularly fond of the chatty tone of the letter: reading Tony’s superb tasting notes and blogs gives you a real flavour of the man.