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* 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.
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