Lights Out Creative
A more effective copy approach, says Stanton, is to “complement the graphics, play up the product benefits and basically say, ‘Buy me because I’m good.’”
Friesen points out another strong reason for keeping the copy simple and focused: You can make the headline and graphics large and commanding.
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.