First off, a rant...
Direct mail isn’t just advertising — it’s a sales tool. There are cheaper ways to build brand awareness.Your direct marketing creative should sell. I’d rather have plain black-and-white copy that sells than a flashy 3-D hologram mailer that looks cool... but doesn’t move the needle.
Thanks. I feel a little better now.
Under the heading of “Creative,” we include several things — copy, design, and package format. All three of these work together (along with the offer) to form the overall direct mail creative concept. It’s a big topic, so I’ll be coming back to it in future posts.
But for now, let’s start with seven creative ideas I believe are essential when developing or reviewing a direct mail package:
1. Make the copy platform the cornerstone of your creative strategy.
All good concepts start with insights into the mindset of the recipient. That understanding leads to ideas about how to speak to them — how to address their needs, desires, and problems. From there, you can build a messaging strategy or “copy platform” for the whole package... and for each individual element.
2. Remember the first rule of good copy.
Customers don’t care about you, your company, or what you’re trying to sell. THEY CARE ABOUT THEMSELVES. Your creative should focus on the prospect’s needs — what’s in it for them. You’ll get more of what you want (sales) by helping customers get what they want.
Focus your concepts on solving their “problem” in clear, simple terms. And always remember: people buy benefits, not features.
3. Tap into emotional needs.
Write for one person. Picture them. Try to imagine what’s going on in their head. Over half of what we buy comes down to emotional decisions. The big emotional drivers? Exclusivity, flattery, fear, greed, guilt, anger, and salvation.
Yes, explaining benefits is important. But satisfying deeper psychological needs is often what truly moves someone to take action.
4. Test straightforward, efficient packages first.
Study the control packages other companies are mailing over and over. Those aren’t just habits — they’re proven winners. Some formats are industry workhorses because they work. Letter packages are the most common format in direct mail for a reason — they perform.
Start with these. Don’t waste time (or money) inventing some crazy die-cut format just to “stand out.” If your ad agency insists you need something wildly different, beware — that’s ad thinking dressed up as direct marketing. It’ll likely raise your costs and lower your results.
5. Don’t only focus on the design.
Most of us are visual people, and it’s easy to get caught up in creating beautiful mail pieces. But keep these things in mind:
Ugly often beats beautiful. Oddly enough, agitating or unconventional design elements can draw people in, while soothing, polished designs are often ignored.
A great list, a strong offer, and a solid copy platform will work even if it’s just black ink on white paper. (I’ve tested it — it’s true.) If those other elements are off, even the most gorgeous design won’t save your campaign.
“Naked” or official-looking packages often outperform promotional ones. Why? Because of how people sort their mail. Promotional-looking pieces often go straight into the recycling bin. But something that looks official or personal gets opened.
6. Don’t fall in love with your own work.
Don’t over-intellectualize. That leads to tinkering... which leads to failure. Direct marketing doesn’t have to make sense — it just has to make money. And that’s okay.
Your tests will go out in small quantities and have short shelf lives. Don’t aim for the one “perfect” piece. Create lots of imperfect ones — and get them out there. One of my mentors, Bob Hacker, taught me this:
A good idea violently executed beats brilliance poorly executed — every time.
7. Don’t be penny wise and pound foolish.
Creative talent is like anything else: you get what you pay for. So pay for the good stuff. It’s worth it. You’ll reach higher levels of success, and your programs will generate a far better ROI in the long run.
