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by Josh Barinstein, Copyright 2004
Making a great first impression is undoubtedly a good thing. But did you know
that it can take many impressionsæseven is a favorite numberæbefore
our brains actually respond favorably to an attractive deal? This makes sense,
given the need for human beings to feel comfortable and at ease with anything
new, but it is often overlooked in marketing efforts! Too many times, marketing
campaigns will fail to give the target audience enough time to adjust, enough
time for the individual to put aside her fears and finally say: "I'm going
for it."
So what constitutes a great impression? Impressions come in many shapes and forms,
such as materials on your company, a "we're moving" card, a hello email,
a FAXed testimonial, a special yearly gift, a holiday card, and so much more.
Choose these wisely and mix them up, to keep prospectives and existing clients
interested (yes, existing clients need reminders too that you're out there ready
when they need you).
A very effective impression is a mailer. Not just any mailer, but one that sends
out a powerful message, one that elicits a response from the reader. Keep these
key things in mind when you work on your next Print piece:
- Your mailer needs both
to inform and to prompt the 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 mailer, 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--readers don't have much time.
- 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). Don't overdo it,
though, as with the text. Visuals should never overpower the copy, and vice-versa.
- Beware
the clutter. Again, here comes the good old brain. Too many messages, too
much text, too many graphics and that card will be tossed. Keep it
simple and don't forget that you're competing against many other mail pieces.
A good example card might be one in which a company creates excitement by offering
something for free to a lucky winner. The headline's job is to draw the reader
in to find out what she might win and how to go about participating. Next to
the main copy might be an image of key company staff proudly holding an award
recently won (with caption below, which people will almost always read). Not
only would email address and phone number be provided, but also a pre-stamped
and addressed card for them to send in, if so desired.
The above example works well on many levels:
- It makes a powerful impression.
- It subtly shares information about the company
(the award).
- It gets the audience involved in an event where someone will
win something at absolutely no cost.
- It makes it extremely easy to participate.
So remember, don't stop at the
first or second impression. Keep going with seven impacts in mind--always
trying new things to see what works best for
you--and
you will see how your audience comes around to the value in what your company
has to offer. Be ready for a lot more new and repeat business too...!
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 888-955-0550.
You have permission
to distribute this article as long as all of the text contained herein
remains intact.
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