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Dare To Be Dull
Focus on RESPONSE - not glamour. Communicate quickly. Be obvious - make sure everyone gets it. Think of your direct mail as if it is a billboard on the interstate and you only have a few precious seconds to make an impression.
The headline is the only part of the ad that most people will read. If you depend on the body copy your are wasting 80% of your money. Make sure the headline is large, bold and easy to read. Identify your product, service or consumer need in the headline. Describe a key or unique benefit in the subhead. Avoid "hype" headlines that don't connect to consumer's needs. Check out the aggressive headline below.
The image should create an emotional bond to the product or service. Identify the product, service or consumer need in the graphic. Avoid the temptation to decorate your ad with eye-catching artwork that doesn't communicate your messages. Consumers respond four times more to full color than black and white. Usually one or two large images are better than several smaller ones. See the use of images in the attached Golf postcard. From the left the first image supports the heading "Frustrated" and the second image supports the solution - Gain the Performance Edge.
Wording of the body copy should be clear, benefit oriented and brief. Avoid overprinting images and reverse print if possible. This is difficult to read. Two strong points will make more of an impression than several weak ones. Don't attempt to list everything you do in one ad. Examine each word...does it get your reader to act now? If not - it hurts the ad.
Increase response by providing a powerful call to action. Strong offers generate strong response. Make your offer compelling, valuable, credible and easy to redeem. Add currency by using coupons. Coupons should contain a clear value along with the name of the business and a disclaimer. Coupons should look like coupons. Coupon placement should be on the bottom outer edge and be marked with bold, dashed borders. That's what consumers are looking for. FREE is the strongest word in marketing.
ProofreadPrior to releasing for print, proofread four times. Once for grammar, once for spelling, once for accuracy of offer, dates and access information. Once more for good measure. Submit artwork files for finished artwork. Or for pieces that you would like BRANDDirectMail.com to design please submit rough artwork with images, logos and copy. Before submitting please check for grammar, spelling and contact information.
BRANDDirectMail.com will provide one version for your review. Minor revisions are no charge. However, for major revisions such as color changes, moving/changing images or new versions there will be $65.00 charge for postcards and more for folded products. Please see price sheet.