DesignIsAboutYou.com

If you want your direct marketing piece to pull in buckets of leads and fatten your wallet, it is important to remember this simple rule: YOUR MARKETING PIECE IS NOT GOING TO BE PRESENTED IN AN IDEAL SETTING.

Your ideal target may be making dinner, talking with his or her spouse, or cleaning the house as your ad airs. Your direct mail piece may be set aside and only passively viewed. These are important considerations during the creative process.

ALL MARKETING is subject to the circumstances your target audience may be experiencing as they view your message. These circumstances will likely dilute the effectiveness or responsiveness of your piece. To counteract this, it is important to think about how they will interact with your ad or mailing package during the development.

Make sure that the most important point has prominence, and that it will draw them in. Don’t overwhelm them with too much to look at. The more time it will take to review the piece, the more likely that the majority of your target audience will tune out your advertisement or set your direct mail piece aside — later to be dropped in the waste basket. 

Also, remember that “Once, Twice, Three Times a Customer!” For maximum success, campaigns are necessary for maximum returns. Each contact builds brand recognition and reminds them that you exist until they are ready to buy.

Don’t forget to continue marketing to your current customers. Once you have a customer, keep selling him or her something! The best prospect is a satisfied customer.

To achieve success, keep it relevant, keep it simple, engage the audience — REPEATEDLY — and make it easy for them to respond or get more information.