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 and even, 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 acknowledge this attention-span problem.

They also need to acknowledge that they need a good designer or art director.

A good designer can lead the reader to what is important without overpowering the content.

In a world drowning in information overload you need to attract your target audience’s attention and that’s where a good designer comes in.

People remember less than 10% of what they read – but more than 50% of what they see.

Direct mail, unlike an ad or a TV spot is tactile. It is three-dimensional and can appeal 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 the medium's added dimensions.

So do yourself a favour.

The next time you hire a writer or even write the piece yourself, get the help of a good designer.

If not, it’ll be like buying the finest foods and then letting a fast food cook, not an executive chef, prepare the meals.