American Express Card members have received several pieces about this, each one with a different concept but the same information. So instead of again describing the features, we showed how it works with a single page mailing. The Card member had to fold the page following instructions. At the end, they had a small, thick square of paper and the line: "With this, you'll even out that table that has been crooked for a while. To even out your balances, there's Balance Transfer."

Usually Balance Transfer mailings generate a 2% response. This simple piece had a 14% response.