Probably the most popular rule of thumb in direct marketing is 40/40/20 Rule. The rule states that the success of any DM program relies 40% on the data/list strategy, 40% on the offer and 20% on the creative/messaging approach. My experience is that this rule of thumb typically holds true and as a result, I spend most of my effort guiding clients to test and optimize their list and offer strategy. However, we certainly can’t ignore the last 20% and when it comes to DM campaigns (mail, email, DRTV, etc.) as there are many best practices that need incorporated to develop creative that is truly “effective” at driving the desired action.
Top 10 best practices for developing effective DM creative:
1) Think about the people you are talking to. What do they care about and want to hear? That's much more important than what you want to tell them. Once you look at it from your prospects' point of view, you can tailor your message to make it relevant to them.
2) Create curiosity—desire to open the package, email or keep watching/listening
3) Generous use of the word "FREE" where applicable. It's the No. 1 most powerful word in direct marketing and it's sure to grab the desired attention.
4) Include a repeated, strong, clear, time-bound call-to-action (call, click, send, etc.)
5) Benefits, benefits, benefits. Features are fine for describing benefits, but consumers want to know how a product or service will improve/grow/reduce/stretch/enhance/save their lives, health, bank account, carpets or other valuables in their control. Benefits address the "Why should I care?" and "What's it going to do for me?" questions that are always in the back of consumers’ minds.
6) Focus on content that is quick and easy to absorb…Bullets. Underscore. Bold. Italic. Highlighted copy. Faux handwritten notes in the margins. Circled copy. Faux Post-it notes. Johnson's boxes. (But remember, everything in moderation!)
7) Talk to your reader/listener, not at them. Make your communications an interesting conversation. The conversation should speak in terms of "you" (the reader/listener) and "your", not "us" or "we" (the soliciting company). "You will enjoy..." not "We have created..." etc.
8) The overall look/feel and messaging so be appropriate for intended target audience.
9) Test. Measure. Refine. Repeat.
10) Focus on ROI by utilizing formats/methods that are proven and cost efficient…every extra $ you spend needs to be justified with an anticipated lift in response or conversion.
Now it was nearly impossible to rank these in priority order, but I’m certain most everyone will agree these are all important elements of effective DM creative. However, I’m also certain this can be expanded to a Top 20 list…so what did I miss?
