Put the benefits in the margin. It allows people to quickly "scan" the letter for benefits, and then they may be encouraged by a particular benefit to read. This technique is now considered "best practice" for many financial services companies.
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During a recent workshop for the Kansas City Direct Marketing Association, a budding writer pulled me aside to ask, "Pat, how do you deal with writer's block? Where do you get your ideas?" Here are the go-to resources I recommended to him and use almost daily — whether I'm writing direct mail, email, landing page or website content.
Who hasn’t come up with the brilliant product, a turn of phrase, an exceptional rhyme that will be part of you forever — while also looking over your shoulder to make sure your property isn’t copied by another brand. Protect yourself. A smart first step would be to understand the difference between patents, trademarks and copyrights, and what it means for your brand. So how do you automate that?
Put your strongest benefit on the cover. Otherwise, they’ll never open it to look inside. Show a photograph of your target market on the cover.The first question anyone will ask when he or she picks up your direct mail is, “Who is this for — for people like me?” But remember the 20 percent rule.
The direct mail envelope is both the easiest and hardest part of every direct mail package. It's easy in that there's just not that much space to fill with copy or design. But it's hard in that there's so much riding on what you say or don't say. Aside from holding together the contents until delivered, an envelope has only one job: to get opened. Here are few ways to do that.
No letter can persuade, convince or sell if it doesn't get read. That's why, in direct mail, the very first job of the copywriter is to get your envelope opened. I have no illusions that this is an easy task. All I have to do is think about how I open my own mail to realize how quickly a potential profit-builder can turn into junk.
A retail displays maker uses a catalog to generate ideas and start a conversation with its prospects, before moving towards a customized solution. Please complete the form below for a free PDF of this direct mail piece, thanks to Who’s Mailing What!
You’ve seen them on Twitter, embedded in slide decks, on Facebook, on your phone. They’re a shorthand way of communicating a shared experience — they’re the GIFs that keep on giving. If you want to convey a message to engage a wide audience, but you’re not a professional-grade graphics guru, then quick and easy GIF makers are for you.
Tire Rack, a major automotive aftermarket retailer, uses a direct mail catalog to get customers to showcase its extensive website. Please complete the form below for a free PDF of this direct mail piece, thanks to Who’s Mailing What!
You need photos to use online — from your client’s location, around the office, at the manufacturing plant. Here’s the catch — it needs to be fast, it needs to be on your phone, and you need to repurpose not just for social but maybe for print.
If you're going to produce a brochure to help market your product or service, you'd better know what you're doing. Unlike a humble flyer that doesn't cost very much and can easily be reprinted, a full-blown brochure represents a bigger investment. Even if you're going two- or three-color, you'll pay plenty after you're finished with photography, illustration, type, printing, binding and so on.
Hubert uses a direct mail catalog to give its customers some ideas for displaying food in a more appealing way. For much more, please complete the form below for a free PDF of the mailing.