Direct Mail Strategy: Direct Mail Road Signs
6. Hot spots are useful for controlling eye flow. For example, if someone reads only three things in your letter, which three things do you want him to read? And how can you use hot spots to make sure they get read?
7. You have three seconds or less to grab your reader’s attention; hot spots are critical for quickly getting the reader involved in your mail piece.
8. Direct mail designers use type fonts and sizes, background colors, borders, violators, copy placement, images, callouts, and other graphic tools to create hot spots.
9. Direct mail writers create compelling hot-spot copy using the words “you” or “free,” customer testimonials, major benefits, strong calls to action, action verbs at the start of sentences and headlines, and other direct response techniques.
10. Hot spots are a team effort; writers and designers need to work together to make them effective.
Hot Spots in Action
1. Add a person or group of people to the photo of your office building or store, and you’ll transform the photo into a more interesting hot spot. The eye naturally is drawn to photos that include people or human elements, such as hands, feet or eyes.
2. Double the impact of photos by adding captions. When your reader looks at a photo, he or she looks below the photo for a caption. Use captions to highlight major benefits, focus on points of competitive differentiation or provide a strong call to action.
3. Create hot spots that break up long copy by using headlines and subheads, photo captions, bullets, violators, testimonials, sidebar stories, charts, icons drawing attention to phone numbers and URLs, and callouts. Rarely is a letter, brochure, insert or order form read from top to bottom, start to finish. Readers look for copy that interests them in bite-size pieces.