THE JOHNSON BOX: A COPYWRITING TECHNIQUE EVERY MARKETER SHOULD KNOW

Summary from the TLDR Marketing newsletter

A Johnson Box is a highlighted section of text at the top of a direct mail letter, email, or web page. It’s designed to grab attention and keep the reader on a path that leads them through the content. For example, “I amazed even myself” was used to promote a book about financial habits in the 1990s. This opener was effective because it laid the foundation for the whole promotion — a journey of personal and financial growth. The Johnson Box technique can be used in emails, landing pages, social media posts, videos, and product pages.