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The creative is the next most significant element in your direct marketing success. That's because the average person spends three to five seconds deciding whether to
engage in your communications. So it comes as no surprise that you'll need serious stopping-power to get, and keep, the recipient's attention.
Stopping-power consists of the right messaging and format of your direct marketing vehicles. Your messaging should focus on needs and benefits: 'You know
you need our product when...' We look to you for four to five answers to this question, and use solid facts to backup these claims. |
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Features are great; but benefits are better, so it's important to appeal to the recipient's problems and offer a solution. Benefits attach the feature to your customer's needs and make an emotional connection.
As for the format, interesting shapes and sizes, stimulating colors, animation and rich media, personalization and dimension can turn a few seconds into pure persuasion—and opportunity. |
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