He received a direct mail piece from Sports Illustrated with “Do Not Bend” on the envelope. After opening it, there was nothing inside to warrant the teaser.
This is a dumb — even “rookie” — mistake by SI, and I’m surprised the copywriter they hired made it. If you are going to tease someone on the outside of the envelope, you damn well better follow up on it on the inside. Otherwise, disappointment and a feeling of having been “taken” sets in. Instead of thinking about the offer, the recipient is thinking about the con.
A simple photograph as a grabber would have solved all of this for pennies. Dumb, dumb, dumb.