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2. You need a headline that grabs and copy that flows. To come up with a strong headline, focus on
purpose of piece, on main message you are trying to convey. Is it to thank receiver? Is it to announce a change at your company? Is it to invite them to participate in some event?
Develop copy that stems from headline and stays on course. Be concise and to point, unless you truly have a great deal to say and can keep it interesting for reader. Remember: it is all about them, not you.
3. 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). Do not overdo it, though, as with text, unless it contributes to message. Visuals should never overpower copy, and vice-versa.
4. Beware clutter. Too many messages, too much uninteresting text, too many flashy graphics and that card will be tossed. Keep it simple and do not forget that you are competing against many, many other mail pieces.
Follow these steps and watch your audience widen their eyes to what you have to say—you will know when response to your materials increases. And remember: it is always a game of honing in on what works and making it as effective as possible, which may take a few tries. Good luck!
Josh Barinstein is President of Red Frog, Inc., the Southern California ad agency that provides worry-free experiences and powerful results in the areas of Marketing, Print design, and Web/CD-ROM development.
Learn more at www.RedFrogInc.com or by calling us at 888-955-0550.
