TIPS FOR EFFECTIVE DIRECT MAIL

Direct mail enclosures like brochures, circulars, sales literature and others provide the details of your product and how it will benefit your prospective customer. How complex and expensive this printed piece is depends on the product and the target audience. Here are some tried and true tips to help create an effective printed piece.

1 -- Generally, larger purchases and more complicated products require a "slicker" printed piece than do simple ones.

2 -- Brochures work better than booklets. Bound pieces tend to convey a feeling of permanence, suggesting a later, in-depth reading.

3 -- The design and graphics should help to convey the message, not simply draw attention. It's important that the readers' attention be kept focused on the offer. Illustrations or photos should be used to facilitate this.

4 -- Apply the principles of good typography. Be careful when reversing type from patterned or busy backgrounds. Make the material as easy to read as possible.

5 -- Use call-outs to improve recall and make different points. Bulleted lists, second-color check marks, etc., are effective in communicating a lot of benefits in a small space while adding emphasis and importance.

6 -- Take special care with headlines -- be specific, and include both the product name and promise.

7 -- Use subheads to sell. Some readers skim through and read subs only, then they decide whether to read the entire text or not. Strong subheads alone can sometimes make the sale!

8 -- Some products practically demand the full-color treatment. Food, art objects, plants and clothes are usually presented this way.

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