Increase Your Creative Wins (1,147 words)
But, I asked, what about a response form? What about a letter? No, just fill in the blanks, thank you.
Designers should never lead the creation of a direct mail sales message. Images entice, impress, demonstrate, dramatize, amuse and suggest, but they don't sell. Words sell. And words come from the writer.
Plastering a clever teaser on every envelope you mail.
A teaser is a technique, not a requirement. But some people seem to experience physical pain at the idea of mailing a plain envelope.
A financial services firm asked me to write a lead generation package. I delivered it, and my contact called me to say some of my copy was lost.
Client: There is no teaser copy for the envelope.
Me: Oh, I didn't write any.
Client: Didn't write any? The envelope can't go out like that. The board of directors wants a professional-looking package.
Me: Really? I would think they want a package that gets the best response possible. And in this case, I think that means using a plain envelope.
Client: Well, our designer has some ideas for teaser copy, so we'll come up with something.
The decision to use a teaser depends on what you are selling and your relationship with your prospects. And it depends on whether you want your ad to look like an ad. Sometimes it should. Often it shouldn't.
Spending two weeks on the brochure and two hours on the letter.
Brochures are sexy. Letters aren't. But the old saying is as true as it ever was: "The letter sells. The brochure tells."
A newsletter publisher sent me a direct mail package that wasn't working. I could see the problem right away. The letter was a four-paragraph snoozer—little more than "Enclosed you will find ...." The company president said his secretary wrote it.