Daily Marketing Tips

Design a Strong DirectMail Letter

Direct mail is a complete spin-off from the text heavy ads and is one of the worlds most honored advertising systems. Almost a pure science, it remains an amazingly effective means of branding, acquisition and retention.

Advertising agencies have good expertise and have teams of writers, creative directors who together produce exhaustive campaigns.

Here are some guidelines for some less experienced:

1. Color- Use it well.

Use a colored typed headline and try borders and pictures to make it look like more ‘direct mail’.

2. Explore beyond letter size

Play with a good letter size to make your piece look interesting. You can go beyond 8.5″x11″ or try 7″x10″.

3. Smart typography

First, make headline copy interesting and second, make the body copy ultra-readable. It is necessary to type the material in a readable size. Keep it around 11 or 12.

4. Bullet the points highlighting features and benefits.

5. Break the sentences to make it easy to read.

6. Use 3-4 italics and bolds to highlight key terms.

7. A handwritten font can be used for the postscript.

8. Avoid using pictures, unless mandatory.

9. The placement of logos should be carefully done to avoid clashes with the headlines.

The Copy

The content should be excellently written.

Speak about the benefits in clear and crisp words. If you are freelancing, you may have to proofread or edit copy to benefit the clients and raise concerns to them to benefit them far more than having the project fail in the real world.

Remain aware of what constitutes a sales copy.

The Final Tip: The Three Most Read Items (in order):

1. Headline

2. First Sentence

3. Postscript

Ninja Design

I call effective letters as “ninja design”. The design should not only enhance the writing but also submit to clarity. The design should make the reader notice the content and be used to sell.

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