Lights Out Creative
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.