Do not want your direct mail to end up in the trash with the rest of the unread mail? Studies show an effective direct mail campaign should draw a. 5 to 1 percent response. These 10 tips will help you get the results you want:
1. A clear, bold headline. On the envelope or front of the mailer there should be one central message. The best way to achieve that is with a bold, clear headline that"s not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.
2. A graphic that supports the message. The graphic should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with a SOLD sign clearly visible out front. That graphic reinforces the message more than a simple picture of a home.
3. Color that pops. Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, What do I see first? If your answer isn't the headline, you might want to tweak the colors.
4. Subheads that lead into text. If you have a couple of paragraphs of text with no lead in, there is nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.
5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.
6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as Limited supply or
1. A clear, bold headline. On the envelope or front of the mailer there should be one central message. The best way to achieve that is with a bold, clear headline that"s not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.
2. A graphic that supports the message. The graphic should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with a SOLD sign clearly visible out front. That graphic reinforces the message more than a simple picture of a home.
3. Color that pops. Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, What do I see first? If your answer isn't the headline, you might want to tweak the colors.
4. Subheads that lead into text. If you have a couple of paragraphs of text with no lead in, there is nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.
5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.
6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as Limited supply or
Autor: Joy Gendusa
Added: January 31, 2007
Source: http://articlebin.com/view-10 Elements Every Direct Ma~.html
Joe Niewierski is the VP of Marketing & Promotion at PostcardMania, became published after graduating with a BA in Advertising from USF. Joy Gendusa founded PostcardMania in 1998. By 2005 the company did over $12 million in sales, employed over 100 people and made the Inc 500 List as one of the 500 fastest growing companies in the nation. For more free marketing advice, visit her website at www.PostcardMania.com
Added: January 31, 2007
Source: http://articlebin.com/view-10 Elements Every Direct Ma~.html
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