Kranz On Copy: Insights and answers on copywriting and writing copy

I got this in the mail today: a double-window envolope that revealed what was obviously a computer-generated check. In case I missed the point, the envelope teaser said, "CHECK ENCLOSED."

I didn't recognize the return address on the check/offer, so I suspected that this was a clever direct mail tactic. But once I opened it, my respect for the mailer's ingenuity was overwhelmed by my disgust.

The check is small -- it amounts to $3.25 -- but it is indeed real. Here's the catch: in small print on what otherwise looks like a legitimate check stub, it reads, "By cashing this check you are authorizing withdrawals from your checking account."

Let's be clear on this. Not only does cashing the check initiate a contract for YP.com's "internet advertising package" (which would be sleazy enough), it actually gives them permission to make direct withdrawals from your bank account. A careless recipient of this "offer" could pay a high price indeed -- to the tune of $27.50 for nothing more than a listing on an obscure Internet yellow pages site.

Yuck. This is direct mail sleaze at its worst. As a proud practitioner of honest direct marketing, this kind of practice makes me sick. If you agree, feel free to share your disgust directly with them at their customer care e-mail contact address.