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Mailbox Monday

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Just because you can do something, it doesn't mean you should.

Just because you're sending an 8.5" x 11" postcard, it doesn't mean you should include content on every single square inch of space.

We recently received this oversized card from a local home improvements company. When it comes to spreading ink on paper, they definitely got their moey's worth. But, when it comes to encouraging prospects to notice, read, absorb, and act on a special offer, they may be very disappointed.

More isn't always more. In fact, in direct mail, more can be overwhelming, confusing, and even paralysing.

The mail side of the postcard (it's hard at first to even tell which side is the mail side) includes the address area, return address and indicia, PLUS a headline, an offer for a free estimate, body copy in the form of a letter with ten bullet points, a photo of the owners, a list of services, five logos, three reviews, a URL, a toll-free number (and a partridge in a pear tree).

The so-called art side includes a headline, a large illustration of a home with callouts, a paragraph of body copy, two calls-to-action, and a special offer with enhancements, like no money down, no payments, no interest for 12 months.

Whow. We're out of breath already.

The advertiser should have done one of two things: focused their message OR used a different format if they truly believed that all of these elements were necessary. A letter with a folded brochure that walks us through the points one at a time would be much cleaner and much, much easier to understand.

The messaging is all good, but the presentation is chaotic. It's hard to know where to look or what's most important.

Sorry. The Bs at B Direct have to give this nice try a thumbs down.

The Bs' Bookshelf
Mailbox Monday

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