Opportunity knocks direct mail
A blast from the past! "Opportunity Knocks" was a popular direct mail campaign in the 1970s and 1980s, particularly in the United States. Here's a brief overview:
What was Opportunity Knocks?
Opportunity Knocks was a direct mail campaign that promised to help people find a better job or career. The campaign was launched by a company called Opportunity Knocks, Inc., which was founded by entrepreneur and motivational speaker, John T. Reed.
How did it work?
The campaign worked by sending out a series of direct mail pieces, including letters, brochures, and application forms, to potential customers. The mailings were designed to appeal to people who were dissatisfied with their current job or career and were looking for a change.
The campaign promised to help people find a better job or career by providing them with access to a network of job openings, career counseling, and job placement services. The company claimed that its services could help people earn higher salaries, work in a more fulfilling field, and achieve greater job security.
The pitch
The Opportunity Knocks pitch was designed to appeal to people's desires for a better life. The mailings often featured testimonials from satisfied customers who had found new and better jobs through the company's services. The pitch emphasized the benefits of working with Opportunity Knocks, including:
- Access to a network of job openings that were not advertised publicly
- Personalized career counseling and job placement services
- The opportunity to earn higher salaries and achieve greater job security
The controversy
Opportunity Knocks was not without controversy. Many people who responded to the mailings were disappointed to find that the company's services were not as effective as promised. Some people reported receiving little or no help from the company, while others were charged high fees for services that did not deliver.
In the 1980s, the Federal Trade Commission (FTC) launched an investigation into Opportunity Knocks, Inc. and its business practices. The company was eventually forced to pay a significant fine and to change its business practices to comply with FTC regulations.
Legacy
Despite the controversy, Opportunity Knocks remains a significant part of direct mail history. The campaign's use of persuasive marketing techniques and its emphasis on the benefits of a better job or career continue to influence direct mail campaigns today.
In recent years, the term "Opportunity Knocks" has become synonymous with the idea of a "get rich quick" scheme or a scam. However, the original Opportunity Knocks campaign was not necessarily a scam, but rather a well-marketed service that promised more than it could deliver.