Creative

Getting the creative right

You have spend time ensuring you have the right data for the campaign. What are you going to send?

Here are a few simple rules to follow:

• The proposition needs to be understood by the recipient within 3-5 seconds of opening the letter. It’s a tall order but this is really one place where the fewer words the better. Show your creative to someone else who is not in your business, give them 5 seconds and then ask them what it was about. If they do not undestand the proposition, then its time to re-write
• Ensure your audience can read the typeface. A fancy typeface may look nice but its a waste of time if you cannot read it. If its too small or a coloured tint it may well be unreadable to some parts of your prospect list.
• Think about your audience and tailor your style to match their expectations. Not sure about how to do this, then perhaps some research is needed before committing cash.
• Make the response mechanism clear and easy to use. Think about how your prospects are likely to respond.
• Make a clear Offer and time limit it. There has to be a reason to respond now.
• Responses will double with successive mailings. It takes time to build brand familiarity from zero.