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3. Get Them Involved
If getting prospects to stop is job one, job two is getting them involved with the mailing. "It could be an engaging headline that challenges their knowledge, a sticker or stamp to move to an order card, or an interesting pull-tab ... almost anything that gets them involved," illustrates Fultz, who then reminds that for such an interactive concept to work for prospects, it must be relevant to the marketer's business, value proposition and audience.
4. Easy to Read, Easy to Find Equals Easier Response
The basics of type and layout remain very important, as Fultz admits that too many designers, copywriters and marketers pay too little attention to leveraging the full power of layout and typography. "You can lead the person around the page ... If done right, you can pull a person through your offer who may not have done so had the type and layout not done its job," he explains.
As Fultz says, "No one will work hard for your package." You've got to make it look good, sure, but it also must be readable and searchable.
5. Swing for the Fences
"Marketers must be careful that their packages don't all start to look the same. They can have different type, colors and pictures, but when all are put next to each other, they are really the same design and look," posits Fultz, who says such an approach can prevent a marketer from finding the next big winner.
Solution? Swing for those fences, and prepare to strike out once in a while. "You learn so much from every piece you do ... 'strike-outs' can almost teach you more," he concludes.
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Cracking the QR Code
The Art & Science of Multichannel Fundraising