Glendale, Calif.

People are hit with a plethora of mail every day, so your campaign needs to stand head and shoulders above the rest to draw attention. To do that, your copy must be sharp and images compelling. Here, Mike Berry, associate creative director and senior copywriter for Grizzard, an Atlanta- and Glendale, Calif.-based direct marketing agency that specializes in the fundraising field, gives three tips on how to make your pieces stand tall. 1. “Scannables”: Berry says the use of what he calls scannables, which he defines as all the things that call for attention from the prospect—bullet points, bold text, underscores, caps, etc.—are important

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