Message & Media: The Devil’s in the Details

It's the little things that make a huge difference when it comes to delivering clicks, calls and visits to your store or website. When rolled into a powerful marketing message, even the smallest copy and design elements can help increase or squelch results. Your response depends on these details.

• Present perfect. Use present tense verbs in subject lines, headlines, body copy and bullet points. Why? Immediacy encourages reader involvement, and involvement leads to action. It's the difference between: You will receive 3 free gifts and You receive 3 free gifts. You will look slimmer in six days and Look slimmer in six days.

• Link up. Think of online links as response devices similar to a toll-free number or business reply card. Links allow readers to respond on the spot, so make them easy to find and rewarding to use. Use both text links and buttons that look like buttons to link to trackable landing pages and registration forms.

• Preview perforations. A perforated reply form should make it easy to respond. Who checks yours to make sure they're effective? Case in point: I struggle with my VISA and Macy's credit card monthly statements because the perforation is a scant 1/16" from the fold line. And if I tear the stub along the fold line, it doesn't fit properly in the reply envelope.

• Spotlight your deadline. Deadlines work online and off. They create urgency that causes people to focus and make snappier decisions. When you use a deadline, don't bury it. Mention it more than once in highly visible hot spots. It seems like a small thing, but it's not.