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Designing On-Point Direct Mail Part 2: Writing Great Copy

Designing On-Point Direct Mail Part 2: Writing Great Copy

Contrary to popular belief, yelling doesn't work. There are a lot of different copywriting mistakes that can be made when putting together a direct mail campaign. Everything from typos to going off-message can weaken a print ad, but the majority of mistakes can be grouped together under the heading, “yelling at people.” As we all know from life, someone doesn't actually have to be in our faces, screaming, to make us feel like we're being yelled at (or talked at, or talked down to, or threatened, or even unduly questioned). There are a million different ways to make someone feel uncomfortable in a dialogue, and most of those can be found in writing copy for direct mail, too. Here are some of the major things that can make people feel uncomfortably like they're being yelled at in a print ad received in the mail: A font size that is too large within the context of the rest of the ad. […]

Designing An On-Point Direct Mail Campaign

Designing An On-Point Direct Mail Campaign

How to hit a bullseye every time. What has a better ROI: A blanket direct mail campaign sending tens or even hundreds of thousands of mailers out to diverse cross sections of consumers? A targeted direct mail campaign combined with a follow-through web presence using pURLs and personalization technology to instantly engage the consumer? A highly targeted, gift-giving style campaign that focuses on sending just a few super high-quality mailers – like glossy catalogues, posters, calendars, flowers, food, or even apparel – to ideal marketing demographics? The answer to this question is D: all of the above. There are dozens of different direct mail products out there, and depending on which marketing or advertising firm you're working with, and what kind of technology they're pushing forward this week, you will get a dozen different answers to this question: which direct mail campaign provides the best ROI? The truth of the matter is that it's industry and even promotion-specific. And the […]

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