40 Creative Ideas That Work – Part 1
Here’s 40 ideas that work! How do we know? We’ve tested them many times and every one of these ideas will help you boost response.
1. Know who you are! A unique brand personality makes you stand out, makes people like you, makes them want to do business with you.
2. Include some kind of letter. Even a fake “on-page” letter in a self-mailer or catalog. Packages with letters outperform letter-less mail 99% of the time. Even a boring, self-serving letter can be better than no letter. A well-written, 1 to 1 letter with some personality in it is better than anything. Get a pro to help you. It’s important.
3. Letter layout is almost as important as copy. Make it look inviting, easy to read. Use short sentences, short paragraphs, indents, double space between paragraphs, cross-heads, Johnson boxes, and a signature that looks like a human being wrote it. Not something like this: Marilyn Monroe
4. Make the signature any color you want, as long as it’s blue. It makes the letter look like it was signed by a real human being.
5. A lot of people read the P.S. before they get into the letter. It’s a great place for your single best point.
November 18, 2008 1 Comment
40 Creative Ideas That Work – Part 2
Continued…
20. Your best list is your current customer file. Your second best list is probably past customers. They’re your greatest direct marketing assets. Use them! But make sure the files are clean and up-to-date.
21. Direct response lists are always your best bet for outside lists. Someone who’s bought something through the mail is more likely to buy from you … especially if they’re recent buyers.
22. Have you ever tried a compiled list? Of course. Have you ever tried slanting the creative to the compiled list? Probably not. Names on most compiled lists have one thing in common (lawyers, accountants, soccer Moms, etc.). Whatever that one thing is, try reflecting it in your creative.
23. Use a great list broker. Ask for references, and describe your goals, package and target market. These are bright, dedicated people who want to do a great job so you’ll use them again and again.
24. Try to make your direct mail look and sound like it was touched by a human being. Customers and prospects tend to respond better when they feel like they are interacting with a real person.
25. Make sure all of your communications have the same brand personality. [Read more →]
November 17, 2008 No Comments
