Lights Out Creative

Copy and design tactics that drive response to insert media

July 2006 By Hallie Mummert

multipage

Friesen points out another strong reason for keeping the copy simple and focused: You can make the headline and graphics large and commanding.

Concentrated Design

The more successful inserts don’t overcrowd the creative with too many product offers. If you can limit the offer to one or two products (or product versions), Stanton notes, then you have more room to show the products large enough so the features are visible to the audience. And that lets you avoid having to describe features in the copy so you can focus your words on the benefits of buying the product.

Friesen explains that the visuals need to help people quickly understand what they will get when they respond to the offer: the product, a fulfillment kit, a whitepaper, a DVD, etc. “It’s important to create perceived value via this visual because it’s the only connection between the prospect and what they will get when they respond.” She points out that smaller inset photos often can be used to show off other aspects of the product or fulfillment kit to build up the perceived value of the offer.

When designing in small spaces, Bortz reminds marketers that all copy still should be readable. To add excitement to a layout and to draw attention to certain copy points, he might emphasize a word or two in a headline. It’s also good to shade text boxes to add depth to different copy sections, and thus help the prospect easily scan all the text. Another comprehension builder is a bulleted list.

“Remember, with printed pieces, especially inserts, people don’t have the same time they have with Web site design. They’re gone in seconds with printed pieces, where most people will hunt around a Web site a little bit to find the information they want,” says Bortz.

Stanton points out that many insert buyers turn to this medium looking for bargains, which influences the creative approach. The key here is to ensure your design and copy communicates that your offer is a good deal without destroying the credibility of your product and company name. “Legitimacy is an important part of any media, particularly insert media,” he states.

Perhaps the most important dictum for any direct response medium is that prospects know what they need to do to respond to the offer. Bortz explains that insert media design has to grab the reader and lead her to the offer and response mechanism. Friesen agrees, and adds that it helps to emphasize the call to action and response method on both sides of the piece. You don’t want to lose sales because you made people flip the insert over to learn how to respond.

Yes, we are that lazy. Next time you’re in any store checkout aisle, note how the top-selling items are not on the bottom row of the shelf.

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