Today’s high-clutter environment requires high-performance direct mail to generate results. Help your packages do more by considering the following three creative ideas:
* Every high-performance piece of direct mail should follow the three R’s of convincing copywriting: Respect your audience and engage them with intelligence; reveal value or facts and information they may not know; reward their efforts for engaging your communications.
* Use design to your advantage. To get the most out of your copy, always keep major heads and subheads in a clean space that’s easy to read. In a long brochure, use captions to highlight the meaning of photography and always provide visual rest stops along the journey, such as sidebars, callouts and other relevant tidbits.
* You can be inventive with imagery; for example, screen back one of your photos to 15 percent and use it as a background for a letter or brochure sidebar to give the piece depth and draw readers into your story.
Steve Penn is CEO and executive creative director of Penn Garritano Direct Response Marketing in Minneapolis. He can be reached at email@example.com
(This information appeared in the DMA07 Show Daily, produced by the Target Marketing Group, during the Direct Marketing Association’s annual conference. It is based on Penn’s session, “The Keys to Creating Dazzling, High-performance Direct Mail.”)