Marketing Makeover: Will your direct mail piece be read?

Good design can make the difference in whether a reader will pick up your direct mail piece and read it—or not. Here's an example of a direct mail piece from My Postcard Company that could benefit from a Marketing Makeover. Here's what we'd recommend:

  • Use fewer, but higher impact, photos. Photographs and images are what draw us into a piece. It's tempting to want to deliver too many messages via too many images, which results in reducing the piece's impact.
  • Create contrast. Using dark blue and black together like this is both hard to read and uninteresting visually.
  • Make a stronger promise, that speaks to something the reader cares about.
  • Avoid vague, cliche' taglines that don't intrigue or connect with the reader.

Because we all suffer from viewer fatigue, we dismiss anything that doesn't immediately catch our eye or speak to our interests. Effective communicators break through this by presenting a message the reader cares about and can grasp with minimal effort.

Send us a piece you'd like critiqued. It might be featured in our next Marketing Makeover.

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