As a freelance copywriter, an ad agency called me recently to handle the copy and concepts for a few direct response projects for their hearing aid client, Zounds Hearing in Arizona. The thing I like best about this company is that it was started by an audio engineer who was trying to help his hearing-impaired daughter lead a more productive life.
This letter included a coupon for a free steak dinner. The recipient of the mailer was asked to visit a local Zounds Hearing Center, get a hearing test to see if he/she was a possible candidate for this great technology, and would then be able to test the hearing aid in a noisy place.
My designer and I decided to use a combination of and handwritten font to highlight certain parts of the letter.