Instead of “we can do X for you” make it “you can get X by doing this.” You’ll see the difference. Turn them around and make them about your customer. If any of the sentences on your direct mailer begin with “we” it’s probably too many. This is another Marketing 101 principle that gets largely ignored. Focus on benefits! Step 7: Replace “We” with “You” They want to know what the benefits are, how it will help make their life easier, what problems will it solve. benefits is Marketing 101, but you’d be surprised how many companies still focus on what their product can do, what it encompasses, how many gadgets it boasts. Be loud, exciting, and invigorating-but remember to keep it respectful. Go for reds, oranges, yellows and bright blues. Shades such as brown, buff, grey and cream convey a sense of quality but they don’t excite. Step 5: Use Action Colors (and Words)īright colors and action words might not be businesslike, but that’s why they work for direct mail design. For now, the purpose of your mailer is to get them to respond. Limit the copy in your direct mail design to just the absolute “need-to-know.” You can tell prospects the rest when they come to your website or sign up for your offer. Have you ever received a letter that was just a solid slab of text? Did you read it? Probably not. Use everyday language and keep the message simple and direct. Unless you know your target audience are all rocket scientists, don’t use wording in your mailer that sounds like they need a degree to understand it. What’s unique about your offer? What’s the difference between you and your competitors? How does that benefit your customer? Take one of those answers as the hook to hang your campaign on. When you know your product well, you stop seeing it. Get the reader to take notice and open the mailer. Make it your goal to stand out-visually and conceptually. The exterior of your direct mail is like a store window-if it doesn’t make readers stop and look, they won’t be able to see what’s it in for them. Getting your prospect’s attention takes art. Follow these nine steps to develop a direct mail design that rocks the mailbox, generates sales leads and brings you the ROI you want: A good design strategy offers limitless opportunities for creativity and variety, whether you’re designing your mailer yourself or outsourcing the job to a mailing house or graphic designer. It takes planning and effort, and the design of the mailing material is the axis on which it turns. Great direct mail design doesn’t happen on its own.
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