19 Ways to Punch Up Your Creative
16. On the same page. While page numbers are important, they're often treated as just another housekeeping detail. Rather than just plopping a number in the bottom right or left corner of a catalog or magalog page, how about placing it in an easily identified circle or square or hanging it down one-third of the page in the outside margin.
17. Personally yours. Personalized marketing messages don't necessarily have to include a person's name. In fact, some of the most effective uses or personalization are nameless. Make messages personally relevant by appropriately using customer data to address customer's interests, wants and needs (like Amazon does.)
18. Super sticky subject. Postal regulations and inline formats have increased the use of stickiness in the mail. Make sure the wafer seals, fugitive glue and other adhesives that make your mail pieces mailable don't make them impossible to be opened. While it sounds obvious, too often this critical detail isn't noticed until after a mailing has dropped (and response has tanked.)
19. If vs. when. Given the choice to start a sentence with if or when, opt for when. Why? When implies immediacy and action. If is provisional. For example: If you call us, you receive vs. When you call us, you receive.
Yep. It's easy to get excited about breakthrough "Big Ideas." But it always pays to pay attention to the small things that can add up to greater success (and response.). As they say, "The devil's in the details."
Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.