Articles
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Print Pieces That Work, Using Print Effectively to Get Strong
Results
By Josh Barinstein
It is plain and simple. There are two types of Print material:
effective and ineffective. Most of it, unfortunately falls into
the "ineffective" category. This misfortune is not due to bad
design or lack of content. What these pieces fail to do is
engage their audience to take action—the kind of action that
results in successful sales.
If you are not convinced, check your mail more carefully next
time. Sift through and separate the "junk" from what really
catches your attention and leads to something you are truly
interested in. Now analyze the junk mail. What is it about it
that is not working? Is it the impersonal appearance of the
envelope? Is it that nothing pulls you in to open it? And once
you do open it (if you do!), is there nothing worthwhile within,
no enticing message, no interesting call to action?
And this applies to postcards or any other format, where glossy
and colorful might be the main focus... focus for them, but not
for you! You quickly spot it and toss it in the trash. You have
to if you are going to stay sane...
So what can you do on your next Print piece to avoid these
common and expensive pitfalls? Here are some ideas that have
worked time and time again:
- Your piece needs both to inform and to prompt your 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 piece, 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, unless you truly have a great deal
to say and can keep it interesting for the reader. Remember: it
is all about them, not you.
- 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). Do not overdo it, though, as
with the text, unless it contributes to the message. Visuals
should never overpower the copy, and vice-versa.
- Beware the clutter. Too many messages, too much uninteresting
text, too many flashy graphics and that card will be tossed.
Keep it simple and do not forget that you are competing against
many, many other mail pieces.
Follow these steps and watch your audience widen their eyes to
what you have to say—you will know when the response to your
materials increases. And remember: it is always a game of honing
in on what works and making it as effective as possible, which
may take a few tries. Good luck!
About the author:
Josh Barinstein is President of Red Frog, Inc., the Southern
California ad agency that provides worry-free experiences and
powerful results in the areas of Marketing, Print design, and
Web/CD-ROM development.
Learn more at www.RedFrogInc.com or by calling us at 888-955-0550.
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