Design Tips Creative ideas that get you results

The list is most important, the copy (offer, benefit(s), close, call to action) is a close second, but don't forget the creative. Your creative package needs to do three things:

1. Get opened
2. Be visually appealing and cause an emotional response, and
3. Effectively communicate the offer

The copy and creative are so interdependent, your copywriter and your layout person should work like "Abbott & Costello" to ensure success. It's vital that the creative complement the written word, both in style and substance. If you find the art overpowering the word, or distracting from the message, it's time to reign in that overzealous artist. Remember, the goal is to make the cash registers ring, not to win design awards.

Postcards and Self-Mailers

Postcards are extremely popular. They're cheap, quick, and effective (on average, a postcard is at least 12 cents less than a letter package). Postcards should be part of your direct mail arsenal. There's no envelope to get in the way of your pitch, and they're so succinct that most (if interesting) get read. You can also expand the amount of information contained in a postcard by doing a fold-over self mailer. Using the latest technology, you can personalize a postcard with variable text and graphics. Make sure your postcard contains all the response generators: the Headline, the benefit, the offer, the close, and the call to action.

Postcards should follow the famous line from an old Clint Eastwood movie- "A man's gotta know his limitations." Keep it simple. Focus on one, maybe two of your major selling points. Color sells, so definitely go with color, both sides! Don't scrimp on the mail-panel side- that's where your prospect's name is (the most beautiful word in the world- to them). Sell with a coupon, offer something for nothing (can you say FREE?). If you have a product or service that is too complex to sell direct, use the postcard to entice someone to receive more information. Sell to them with your in-bound telephone or order web site, but drive them there with an intriguing postcard.

The Letter Package

The Letter Package is the "Rolls-Royce" of the direct mail world. The top 10 direct mail pieces in history are all letter packages. The reason is obvious- the letter package (traditionally) sells the best.

It's been said "the letter sells, the brochure tells, the reply card compels." Let the letter sell! A major component of selling is education, another is relationship-building, removing obstacles, and finally the close. Use all of these to your maximum advantage.

Your letter should be personalized, and utilize personalization throughout your letter. Utilize the data you have-even if you're sending 250,000 direct mail packages, personalization has the power to appear personally sent.

Looking at your mailing list, does it contain personal information or lifestyle demographics? Think of creative ways to craft your letter to zero in on prospective buyers. A list with birthdates could be used to send a coupon to the spouse of the upcoming birthday boy or girl. Talk about someone ready to spend some cash!

Other ideas to boost response: Peel-off label, post-it note, tear-off coupon. Notice all of these engage the reader in action.

Envelope

Not every Direct Mail program has an envelope, but almost all of the most successful programs do. When the mail hits your prospect's box, you've got less than five seconds. They are standing by the trash-either they'll open it immediately, set it aside for later, or chuck your hard work in the dumpster. The envelope may be your only shot.

The Brochure

Now that you have their attention, give your prospect more information with a well-designed brochure. Color does better than plain, large images better than small. The content should expand the information contained in the letter, and it's tone should be more educational than "sales-ey." Repeat your offer and call to action. Repeat your guarantee; give your prospect all the reasons in the world to order now, and simultaneously remove all the doubts that you can.

The Response Vehicle

The type of sale you are attempting to close will often determine the response vehicle. It may be a coupon (the vehicle is your prospect bringing in your coupon); it may be a business reply card requesting more information. The higher the dollar, the more steps it will take (generally) to close the sale. If you're selling a consumer item, provide a toll-free number, a secure-transaction web site, or a return-postage paid envelope for their check (why not all three, and let your customer decide?). Remember, you want to make it as easy and painless as possible. Put yourself in their shoes, and make every effort to facilitate the sale.

Other Ideas

Product samples make great direct mail. Everybody loves getting something for free, and they get to use your product. [Remember the coupon for money off.] Videotape and DVD packages are almost a lock to get opened and viewed. Their (relatively) high cost is offset by the quality of leads they generate. Catalogs have long been one of the more effective forms of direct selling. The explosion of catalogs, from general merchandise to the outrageously specific, testify to their effectiveness (and shelf-life). Catalogs are costly, so weigh the cost versus the potential upside. If you're considering a product catalog, get on as many product catalog lists as you can, and give yourself a free education of what works and what doesn't. Common mistakes are covers that don't sell, and catalogs with poorly designed order forms.

Other types of mailers that are gaining popularity are ones that stand out in the crowd, involve the reader, and stick around. One way to stand out is with dimensional mailers- mailers that are 3-dimensional. "Snap-outs" are made to maximize involvement (tearing off tabs) and personalization. When opened, a personalized "check" or coupon falls out of the piece (remember, anything that gets the prospect involved, even picking up a slip of paper, increases response). For the ultimate in "sticking around," try a magnet mailer. The extra cost is more than made up for by the shelf-life of your name and number.

Warning

One last heads-up: The Postal Service (which delivers 630 million pieces of mail every day) is very particular about how mail pieces are designed. The Postal Service has invested big bucks in automation, and for good reason. Automation increases the amount of mail that can be processed by about 10,000 percent over a person doing it by hand. Needless to say, if you design your mail incorrectly, you're in for a lot of extra postal expense.

From "How to Get Results with Direct Mail Marketing," a PMi Publication.

	Color Affects Response...
	Different colors can alter our mood by inspiring serenity, agitation and even hunger. Red is a powerful attention-grabber, and has been shown to increase response. Here are some killer color tips: Use your colors consistently. Over time, consumers will learn to associate your business and its colors. Keep your colors simple and recognizable. Don't make a long-term commitment to this year's trendy color. Don't overdo it. Excessive non-white color coverage can overwhelm, making your material hard to read and less inviting. You might find that conservative, strategic use of spot color can be more attractive and effective than a sheet of paper painted thick with solid color coverage. Don't take our word for it. Test all the above.