In direct response, we’ve been taught that copy is king. These days, visuals and layout make a big difference as well.
Yes, people will read long copy if they’re interested in buying.
But we’re bombarded with about 500,000 marketing messages a day. As a result, we filter messages with little more than a 3-second quick-scan.
If your message doesn’t stand out from the crowd, it’ll likely end up in the trash.
So how do you ensure a direct response package will get read? Improve your chances of success with these three elements:
- The Outer Envelope.
- Sticky Items.
- Interactive Elements.
Build better direct response with the Envelope
The outer envelope is far more important than you might think.
You see, direct response isn’t dead. In fact, marketing spending on direct mail increased 3.1% in 2010, according to January 2011 figures released by the Winterberry Group, a marketing intelligence consulting firm.
So your direct mail has a lot of competition.
Direct response mailings must be able to attract attention if it’s going to get opened. What gets opened?
- Appealing teaser copy.
- Designs that suggest importance.
- The feel of something bulky inside.
- Windows that reveal unique or interesting contents.
- The promise that I’ll get a benefit for opening.
Build better direct response with Sticky Items
If you can get your prospect involved with the package, you’ll get better responses. What better way than with stick elements?
Stickiness can be used inside the package or on the envelope itself. Here’s what other direct mailers are doing:
- Sticky notes for added personalization.
- Labels as the selection device.
- Labels as freemiums. (Think return labels in fundraising packages.)
- Labels as a way to ask for the premium.
- Gum dots to hold on cards, notes, coupons, etc.
A few thoughts…
Don’t be afraid to cover up copy. It compells the prospect to remove the sticky item in order to see the words, and then they’re committed.
If you’re using labels as the selection device, don’t put them in any kind of order. The prospect will have to hunt for the items they want and can stumble across other can’t-live-without items.
Make sticky notes look hand-written, as if they were added as an after-thought.
Build better direct response with Interactive Elements
There are countless ways to get your prospect involved other than sticky elements.
I recently wrote a package based on a riddle concept. The riddles gave a cute, intellectual involvement to the package. But to ensure the prospect would get involved, we included a Q&A card where he could test his coin collecting knowledge.
Tear-off elements can also get people involved, especially if they beg to be torn off. For example, make the order card smaller than the brochure it’s attached to. It’s disturbing to have it hanging there, so the prospect is more likely to tear it off.
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These are just three ways you can improve your direct response results. What are your favorite techniques? Add them in the comments below.
