What are YOU Afraid of?
Posted on Tue, Aug 03, 2010
By Jenny Allen, VP of Client Services
I don’t know what phobia keeps you up at night, rats, bats, spiders, or even needles and/or dentists, but what I’m afraid of as a direct marketer is...
That’s right I am afraid of kitchen garbage cans. They have the potential to kill any direct mail package we send. As direct marketers we know that the packages we create and send can make or break our client’s cash flow budgets. That if we are too boring, too cerebral, or say too much anyone can dump our work of art (read: heart and soul) into the trash as they sort the evening’s mail.
So in dealing with my phobia I did some research which tells me I only have 8 seconds to get and keep someone’s attention … but if I can get it, I may have as long as twenty minutes. So with this information in mind what are the things that I can do to ensure that I use that 8 seconds wisely?
So I have come to the logical conclusion that, as fascinating as the letter, insert, and the reply may be, if I expect to have anyone read them I must make the teaser and the outer envelope irresistible. Now that was the easy part. The hard part is how we do this.
So here are my top seven things to remember when creating carrier art and teasers:
- It’s called a teaser not a lead – keep it brief and interesting.
- Break Expectations – move away from the DM standards. Some people call it innovation. I call it the “what the hell is this?” factor.
- Humor is subjective – tread carefully. When trying to be funny or tongue in cheek remember this little direct mail piece will be received by all types of people.
- If you use graphics or photos, don’t overdo it. The lead on the carrier images should also be teasers as to what is inside.
- Steal smart. Research what for-profit companies are sending. These folks have a lot of money to spend on testing and they use it! Look at the cable company, credit card, and/or bank promotions you get EVERY day.
- Kicking it old school – slick often does not work! How many four color carriers get mailed more than once?
- Renew – that simple word will give you so much. This is not a secret but if you are sending renewals, you better add the word “renewal” to the carrier – don’t think that people need to be tricked into renewing with cool treatments.
Here's one last bonus tip for you: Never stop testing your assumptions. Now, I’m positive that I am a genius, but I always like to have the data to back-up my assumptions.
What assumptions have you put to the test?
