Four Design Tricks to Maximize Your Insert Media Real Estate
Creating an insert media piece that gets results requires just as much strategy as that of its traditional direct mail equivalent. However, the limited selling space of this format means your copy and design have to work even harder.
“You want to have a real straightforward, single emotional message that you can just glance at and read,” says Dan Boerger, managing director at Berwyn, Penn.-based direct marketing and advertising agency Quattro Direct. To achieve this coveted level of understanding with your customers, here are four design tips for maximizing the power of your insert media.
• Shout your benefit. Direct marketing consultant Gene BeHage recommends using a targeted benefit headline in bold type that instantly answers the question, “What’s in it for me?” He suggests marketers consider using copy such as “Look inside now for your free ___.” If you offer free shipping, BeHage says to boldly advertise this benefit on both the front and back of your insert. In addition to letting your customer know straightaway what you’re offering, this tactic also helps distinguish your insert from its surroundings. Boerger agrees, adding “We pay particular attention to making sure that the impact is very significant … the creative has to be aggressive enough to break through. ”
• Tie your offer to your Web site. “Offer an option of responding via Internet, then offer your ‘bait piece’ (free whitepaper, sample, consultation, etc.) in exchange for their e-mail address,” suggests copywriter and consultant Russ Phelps. “This does not necessarily mean [you should] stop asking for responses via your telephone order lines or mail—just add the Internet option for the increasing population of Web-savvy buyers.” According to Phelps, this strategy can work both for generating leads as well as asking for a direct sale.
• Grab their attention. Because you have mere seconds to catch your prospect’s eye, BeHage suggests using bold, exciting colors such as red and yellow to stand out from the crowd. Another way to make your reader take notice is by effectively using a mix of copy and graphics to tell your sales story. According to Cindy Sheppard, sales consultant at Byron, Minn.-based printer Schmidt, “The text should give the recipient a reason to continue reading and the graphics should be relevant to the message and/or the product.” For example, “If you’re selling vacation properties where you’re showing Hawaii … spend a lot of space showing the product of Hawaii. You wouldn’t say ‘Hawaii,’ you’d show it,” Boerger explains.