A Double-Duty Design Element
It's funny how you can look at the same direct mail packages being dropped month after month, and then one day you notice an interesting detail that just didn't grab your attention before. For example, yellow sticky notes are fairly commonplace elements in direct mail efforts today. We've profiled many packages that have used these notes to emphasize important messages, oftentimes personalized to the recipient.
Because the ability to personalize the copy on the notes is a highlight of using this technique, we never touched on the angle of what was under the note. When perusing this recent effort from EBSCO Reception Room Subscription Services, better known as just EBSCO, a dictum from direct mail designer Ted Kikoler springs to mind: Create interest and encourage reading by hiding part of a headline. This concept translates to partially covering almost any bit of copy, such as this list of benefits of purchasing magazine subscriptions from EBSCO (281EBSCOI0701).
Since people are compelled to seek a sense of completion, it's important that they review the entire list of benefits offered. The sticky note covers the beginning of this list, and most people understand that the best benefits are usually found at the top of a list. Since the message on the note is direct and contains nothing that requires action, the recipient can discard easilyputting more emphasis on the copy beneath the note than if it was in plain view.
The benefits EBSCO promotes at the top of the list, by the way, are 85-percent discounted prices, lowest-price guarantees on renewals, one-step renewals, tax-deductible purchases and online account access.