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Develop copy that stems from
headline and stays on course. Be concise and to point--readers don't have much time.
* Design needs to appeal. Be sure to keep taste in mind! Spend time on font, color, and few, but well-selected elements (for example, taking time to have a good photograph taken, which makes a huge difference). Don't overdo it, though, as with text. Visuals should never overpower copy, and vice-versa.
* Beware clutter. Again, here comes good old brain. Too many messages, too much text, too many graphics and that card will be tossed. Keep it simple and don't forget that you're competing against many other mail pieces.
A good example card might be one in which a company creates excitement by offering something for free to a lucky winner. The headline's job is to draw reader in to find out what she might win and how to go about participating. Next to main copy might be an image of key company staff proudly holding an award recently won (with caption below, which people will almost always read). Not only would email address and phone number be provided, but also a pre-stamped and addressed card for them to send in, if so desired.
The above example works well on many levels:
1. It makes a powerful impression.
2. It subtly shares information about company (the award).
3. It gets audience involved in an event where someone will win something at absolutely no cost.
4. It makes it extremely easy to participate.
So remember, don't stop at first or second impression. Keep going with seven impacts in mind--always trying new things to see what works best for you--and you will see how your audience comes around to value in what your company has to offer. Be ready for a lot more new and repeat business too...!
