3. It’s all about the copy.
You wouldn’t order dinner without reading a menu first. “It’s the words that drive direct mail. [As a designer,] my only job is to get people to read the copy,” Kikoler stresses. To emphasize the copy, Kikoler suggests avoiding images and brochures that can distract the reader from the offer and response form. “A good writer and a good designer together can awaken much more emotion than a picture. Leaving out the easy show-and-tell forces people to read,” Kikoler says. A simple format also emphasizes copy, which is why Kikoler’s favorite is still a #10 standard business envelope with a sales letter, separate order form and reply envelope. “That’s the basics, and it’s still by far the best,” he says.