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KNOW THE ‘HOT SPOTS’ OF YOUR DM PACKAGE
Written by: Billy SharmaArticle Overview: What are the ‘hot spots’ of your direct mail package? They are the parts that you want your readers to be drawn to, to pay attention to.
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Free Download - WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE? By Billy Sharma |
KNOW THE ‘HOT SPOTS’ OF YOUR DM PACKAGE
What
are the ‘hot spots’ of your direct mail package?
They
are the parts that you want your readers to be drawn to, to pay attention to.
Every
day, writers battle with the shrinking attention spans of their potential
customers.
They
hope that the prospect will read a full sentence, maybe a few paragraphs
andeven, if they are very lucky, an entire page that they have
painstakingly crafted.
How
anachronistic.
Every
writer that uses any form of marketing communication needs to
acknowledgethis attention-span problem.
They
also need to acknowledge that they need a good designer or art director.
A
good designer canlead the reader to what is
important without overpoweringthe content.
In a world drowning in information overload you need to attract
your target audience’sattention and that’s where a good designer comes
in.
People
remember less than 10% of what they read – but more than 50% ofwhat they
see.
Direct mail, unlike an ad or a TV spot is tactile. It is
three-dimensionaland canappeal to all five
senses: sight, hearing, touch, smell, taste.
And
yet these are seldom used. Most users of direct mail fail to take advantage of
themedium's added dimensions.
So do yourself a favour.
The next time youhire a writer or even write the piece
yourself, get the helpof a good designer.
If not, it’ll be like buying the finest foods and then letting a
fast food cook, notan executive chef, prepare the meals.
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Article Tags: cambria, compatibility, designers, div, endif, family auto, font definitions, gte, mso, pages 1, panose, paragraphs, pitch, signature, style definitions, xml, zoom
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About the Author: Billy Sharma RSS for Billy's articles - Visit Billy's website  Click here to visit Billy's website   WHATS DRIVING US TO DISTRACTION I BELIEVE IN WHAT JOHN CAGE ONCE SAID I cant understand why people are frightened of new ideas Im frightened of the old ones THE FOUR MAJOR DIFFERENCES BETWEEN EMAIL AND DIRECT MAIL THE DIRECT MARKETING COPYWRITERS DILEMMA WHY THE F IN FOCUS GROUPS OFTEN STANDS FOR FLAWS |
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