I have to rant on advertizing techniques again. I recently got a letter from Kurt Günther, apparently the CEO of the "Günther" state lottery of the Norddeutsche Klassenlotterie. It was a large envelope full of all kinds of information about participating in the lottery. It was almost all based on creating the impression that I was an especially-selected "winner" and making it look especially important and "official."

Creating an "official" impression:

• The envelope had a sticker on it labeled "Prüf- und Kontroll-Abschnitt" with a code number, a signature from an inspector, registration, a box checked to "respond quickly" and another to "open immediately." The sticker, however, is obviously not connected with the post office or any official duty. It is just part of the gimmick.
• One of the papers inside the envelope is called "official documentation" and includes official-looking stamps "confirmed" and "state lottery collection", a signature, a section on the state winnings guarantee printed in such a way as to make it appear that information pertaining only to me had been filled into certain spaces.
• On the letter and on the "official documentation" I am reminded that several German states guarantee that I will be paid (if I win).

Creating the impression that I am special:

• My name is inserted into the text in various places to create a personal impression.
• The letter informs me that I have been nominated from among 236 recommended names as an "potentially win-entitled"
• There is a small envelope inside that resembles the non-see-through envelopes used by employers to inform their employees of earnings or credit-card companies use to mail their customers their PINs. It contains my "personal proof of entitlement" with the winnings categories that have been allotted to me. The letter recommends that I choose to participate in categories 9 and 10 if it turns out that I am entitled. If, says the letter, it should be the case that I am entitled to participate in all the win categories, then "You are among the few who have the free choice of lottery ticket from among all the categories and should answer immediately. Honestly: It has never been more exciting to win." I open the small envelope and discover - oh joy! - I am entitled in ALL TEN categories! Hurray! The document inside also has an "entitlement number" just for me: 2815.

Too good to be true:

• The letter informs me that every second lottery number wins at least once, many win two or even three times.
• I have many chances to win, since many numbers stay in the game even after they win.
• "By mathematical calculation, using optimal number combinations, over the six win categories, Your chance of winning is 100% - at least 3 wins are guaranteed" Now, that looks good. But who is to say that my combination is "optimal"?
• But nowhere does it say that my "winnings" will exceed my investment. It is possible - indeed likely - that a payoff winning only some of my initial investment back.
• The potential winnings are a mix of muddy wording to not promise anything while making it sound like riches are just around the corner: jackpots of "up to" 16 million Euros, for example, and a "carefree life."

I take an active part. By having to choose one category or several to participate in, by having to paste the corresponding stickers onto the return formula, by filling out the bank order, etc. I take action to win. This increases the impression of individuality and gives the impression of taking some action on my own part. This is certainly better than the internet sites that hide the costs deep in the "terms of use" which most users unthinkingly check off. The price of the tickets is clearly marked on the stickers and ranges from 43 to 175 Euros.

If the lottery can only win over new participants by these methods, then that tells me that the population is on to them. A simple letter explaining the real odds of winning is obviously not enough, because the real chance of winning a real profit and getting the "carefree life" mentioned in the letter is probably too low with a profit margin for the lottery firm higher than in roulette - where the odds are intuitively visible. But the side effect is that advertizers must play to the gullible.