A Johnson Box is a part of a direct mail piece or letter that contains the key message, so named because it has been credited to direct marketer Frank Johnson.

Frank, a modest man apparently, claimed he did not actually create it, but only popularized its use.

Frank simply wanted to improve response to his offers for American Heritage magazine. He thought his box would capture the reader’s attention and entice them to read the whole letter.

Old Frank was right, and today most direct marketers employ the device. But as times changed, so did the technique of using the Johnson Box.

Today, you may find it in the middle or off to the side of the page or even down by the order form. In email blasts, the Johnson Box is the subject line.

So the next time you write a direct mail letter, add a Johnson Box. And the next time you read such a letter, see if it doesn’t jump right out at you.

P.S. Effective direct mail also includes a P.S., but that’s a whole ‘nother story.