During the past five years, buckslips became a little less prominent in direct mail packages as marketers tried to cut costs by downsizing their packages. But direct marketing consultant Lee Marc Stein reported in the November 2006 issue of his monthly e-mail newsletter, “Increasing Return on Marketing Dollars,” that he’s seeing a renewed interest from clients in these insert-size elements.
In that spirit, Stein offers up five creative tactics for getting the most bang for your buckslip:
Idea #1: Consider using the buckslip to summarize the offer. Publishers, for example, could test this idea out in their voucher or statement of benefits packages. Stein paired this approach with the headline, “Cut to the Chase!” to appeal to people who don’t like to read the long letter in most mailings.
Idea #2: Showcase your best testimonials on a buckslip. By featuring one on each side of the slip—and including photos for each—you can get as much impact out of a buckslip as you can with a brochure full of testimonials.
Idea #3: Who says lift notes have to be folded? Turn your buckslip into a lift note and grab fence-sitters with a headline such as, “If you’re hesitating about accepting our free offer, please read this.”
Idea #4: “The buckslip,” says Stein, “can become your ‘chalkboard.’” You can make promised savings more real to prospects by walking them through the math, e.g., a mortgage loan provider tallying up monthly savings with a debt consolidation loan.
Idea #5: Emphasize savings by turning a buckslip into a coupon, greenback or other format that says “BIG BUCKS SAVINGS.”
Stein can be reached at (631) 476-5395, or by visiting www.leemarcstein.com , where you also can sign up for his e-newsletter.