Next Friday marks the Opening Ceremony for the 2012 Summer Olympics in London. Soon, athletes will put years of training, discipline and talent to the ultimate test to determine who is the best in the world at their sport.
While the day-to-day work of direct marketers doesn’t get global television coverage, there’s no question you constantly compete against world-class competition. And just like an Olympic athlete, creating a strategy for all elements of your (training) program will give you an advantage.
A month ago I shared a few direct mail tips to boost results. I wanted to follow-up with a few more ideas to help give you an edge over your competition:
1. Wave Your Flag Proudly. Vague doesn’t works in direct mail design. Make sure it’s clear who you are and what you’re selling.
2. Use the Envelope to Create Compelling Story Lines. You want to make the outer envelope intriguing enough to encourage the customer or prospect to open it and find out more, without giving away too much. Providing a small teaser headline or changing the size or color of the envelope will help make your offer stand out in the mailbox.
3. Focus on the Fine Print. Just like most televised broadcasts state, “this telecast is copyrighted and is intended for the private use of our audience,” most direct mail offers require some level of fine print. Before the design process begins, be sure to define what legal and regulatory content must be included. It’s much easier to design around those elements as opposed to shoe-horning them in during production.
4. Get it Ready for Olympic-scale Competition. Make sure you are designing a piece that’s scalable and won’t have to be modified after the testing phase.
These tips will help you go for the gold on your next direct mail design. On your mark, get set, create!
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