5/7/2023 0 Comments Mail designer 2 pro![]() Every good direct mail design has an equal or greater next touch point. It’s important to remember that your direct mail design is just the first step in the selling process. What’s the primary action that leads them further down your sales funnel? Focus on that one, exclusively as it makes sense. I get mailers in my own inbox that have so many calls-to-action like email us here, call us there, visit our landing page or social media pages too. If you have too many then you run the risk of diminishing your primary objectives. You also need to make sure your call-to-actions are selective. Not too short that they don’t have ample time to truly redeem, and not too long that there’s no urgency. Just make sure that you have an adequate expiration period on the piece. Your call-to-action is also where you can incorporate an offer(s). However, if you don’t give them explicit directions of what you want them to do then your strategy is hope and we all know that hope isn’t a strategy. It doesn’t ensure that the recipient is going to make a purchase. We’ve all heard the anecdote about leading a horse to water. Who are you and what is your unique selling proposition (USP)? Why should they buy from you, can you highlight customer success stories? What are you offering and more importantly how can it benefit the recipient? Leading a Horse to Water It’s your chance to explain the who/why/what of your offering. Whereas the headline’s job is to make the recipient take pause, the subhead is to give a little more substance that encourages them to really get into the meat of your messaging.īody copy is your opportunity to tell your story. The first opportunity for supporting text is going to be a subhead. Reinforcing Your Headline with Supporting Text Sometimes you can leverage humor, a strong factual statement, or perhaps a bit of intrigue or mystery. Going back to the beginning where we focused on the target audience, it’s important to think about what will grab their attention. Your headline’s job is to set the tone for the mailer and to grab the recipient’s attention. You’ve got a recipient with a short attention span and so you’re also competing with other mailers getting delivered at the same time. Fortunately, the mail isn’t flying at you going 60-70 miles per hour, but your recipient’s brain is likely going much faster and so the point still remains. You’ve got a fraction of a second to make a lasting impression.”ĭirect mail actually has some similarities. You have to consider that most people seeing your ads are driving by at 60-70 miles per hour. At one point he started talking about out-of-home (OOH) ads, specifically billboards. In college, I remember an acclaimed ad executive who guest-lectured on one of my courses. We’ve covered the primary kits here but for today’s purposes, we’re going to just focus on postcards. One other consideration you need to make is understanding what kind of direct mail kit you’re going to be working with. ![]() Rather, just focus on refining the messaging in text form, and then later on you can adapt as needed when you incorporate the visual elements. When you first start working on these don’t focus on where they’ll go on your actual mail piece. Headline, supporting text, and your call-to-action. Messaging on your direct mail design should be broken into three primary components. However, it’s important to understand that defining your target audience will help guide the language, the visuals, and the call-to-action that you incorporate into your direct mail design. We won’t spend a lot of time talking about it here because we’ve covered it in a previous post. It seems like easy advice to follow, but to do it well requires diligence and thoroughness. I can still hear a former colleague telling me, “You can’t possibly know what to say until you know who it is, you’re going to talk to.” Before Paper Look at Dataīefore you grab a piece of that blank paper you need to first take some time to really define who your target audience is. Today we’re going to give you a simple framework that will make creating your direct mail design easier. However, by adopting some basic frameworks you can significantly streamline the process. ![]() That’s actually the way I feel about blogging. Lets face it, direct mail design can be a pain in the butt. That blank slate, is open to an infinite array of possibilities, so many that you struggle to even start. You’ve got a deadline and orders to put together a campaign, but you stall out staring at the blank piece of paper. Direct Mail Design Doesn’t Have to Be Hard ![]()
0 Comments
Leave a Reply. |