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Making a great first impression is undoubtedly a good thing. But
did you know that it can take many impressions--seven is a
favorite number--before our brains actually respond favorably to
an attractive deal? This makes sense, given the need for human
beings to feel comfortable and at ease with anything new, but it
is often overlooked in marketing efforts! Too many times,
marketing campaigns will fail to give the target audience enough
time to adjust, enough time for the individual to put aside her
fears and finally say: "I'm going for it."
So what constitutes a great impression? Impressions come in many
shapes and forms, such as materials on your company, a "we're
moving" card, a hello email, a FAXed testimonial, a special
yearly gift, a holiday card, and so much more. Choose these
wisely and mix them up, to keep prospectives and existing clients
interested (yes, existing clients need reminders too that you're
out there ready when they need you).
A very effective impression is a mailer. Not just any mailer, but
one that sends out a powerful message, one that elicits a
response from the reader. Keep these key things in mind when you
work on your next Print piece:
~~~
* Your mailer needs both to inform and to prompt the audience
to take action. For example, sending out a "we've moved" card
and including a coupon for 10% off the next purchase or
project. Or, sending a holiday card for Thanksgiving and
providing space for listing people to whom to give thanks. In
both cases, you get your audience to participate and, in
doing so, make a contribution to them.
* You need a headline that grabs and copy that flows. To come
up with a strong headline, focus on the purpose of the
mailer, on the main message you are trying to convey. Is it
to thank the 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 the headline and stays on
course. Be concise and to the point--readers don't have much
time.
* Design needs to appeal. Be sure to keep taste in mind! Spend
time on font, color, and the few, but well-selected elements
(for example, taking the time to have a good photograph
taken, which makes a huge difference). Don't overdo it,
though, as with the text. Visuals should never overpower the
copy, and vice-versa.
* Beware the clutter. Again, here comes the 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 the reader in to find out what she
might win and how to go about participating. Next to the 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 the company (the award).
3. It gets the 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 the 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 the value in what your company has to offer. Be ready
for a lot more new and repeat business too...!
About the Author
Josh Barinstein is Principal at Eclectic Multimedia
(http://www.ecmm.com), an award-winning creative agency in
Newbury Park, California. Eclectic produces powerful and
communicative Print, Web, and Multimedia CD-ROM pieces, and may
be contacted at (805) 480-9750. Josh may be reached directly at
joshb@ecmm.com.
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