Dynamic Creative &

Engaging Copywriting

Your “creative” is a key factor in the success of your direct mail effort. It not only delivers your message to your chosen audience, it also reflects the type of company you are. It’s how you “present” yourself to your customers so it must be presented in the best possible light.

And since direct mail is a carefully targeted medium, a successful creative execution is one that is done with the audience in mind.

Before you kick off your direct mail program, it’s important to decide on a number of things. This is called the creative brief. According to the USPS*, your critical brief should answer 8 important questions:

Direct Marketing Checklist

1. What is the specific objective of this mailing?
2. What is the budget?
3. Who is the target audience?
4. What is my deadline?
5. What is unique or special about my product?
6. What is the ONE most important benefit to my audience?
7. What is the offer?
8. What is my competition doing?
   

Once you brief has been written, two important factors will determine exactly how your mail package will take shape, what it will say and how it will look. These are the format itself (envelope, postcard, etc.) and the creative execution – specifically, art and copy.

Direct Mail Format

Do you want to send out a postcard? If so, you'll need a message that is quick, concise and compelling. If you prefer a letter and brochure, you'll have the luxury of more real estate to sell prospects on your product. Oftentimes, the decision of which format to use is a financial one.

Budget considerations need to be addressed before a single work of copy is written. If your sales message requires more space and a larger format than you anticipated, you may want to consider actually reducing your mailing quantity. Sending an incomplete message to more people, rather than a complete message to fewer people, may lead to rather disappointing results.

IMPORTANT TIP: When evaluating a graphic designer for your project, make sure he/she is well versed in direct response design as this is vastly different to traditional brand awareness design.

Tricks of the Trade

As you embark on a direct mail program, don't forget these all important tricks of the trade when it comes to direct mail success:

1. "Fake" handwriting on a letter's margins has been proven to attract readers
2. "live" stamps (the kind you'd use at home on your bills) usually get more response than metered postage
3. "Personal" letters consistently outperform most others
4. "Free" is still the most powerful word in direct mail
5. The most effective letters end with a "P.S."

Please click here to request a collection of direct mail samples for your review. Plus, create your own "swipe file" by collecting those pieces you receive in the mail that catch you eye (ask your friends to do the same).