Direct Mail Marketing Design Tips

May 16, 2012 by  Filed under: Marketing 

The Way to Design Direct Mail Marketing

Direct mail marketing copy succeeds because the design is based in science. Where your eye looks first, what colors the eye is most attracted to, and white space are all a science that is honed by your direct mail marketing experts.

A good advertisement is not one that is funny (although that does help), but one that the prospect remembers the product long after viewing the ad. How many times have you in conversation with your friends, started off asking if they had seen a particular commercial, but you don’t remember what they were selling?

Start with knowing the basics:

  • Features do not sell – benefits sell.
  • What your goal of the marketing?
  • Use more offline marketing to make more money online.
  • Give something away.
  • Get to the point.
  • Proof yourself.

Features do not sell a product but benefits do. A customer does not buy a knife because it has special grooves in the blade. They will buy a knife that has special grooves in the blade that makes cutting easier. Ask yourself the “so what?” question when you think about mentioning a feature in your ad. Make it relevant to your consumer and if you were them, why would you buy from you.

What is the goal of your direct mail marketing? Do you want the customer to call you? Do you want the customer to go to your website and order? Make sure the goal is clear and then make it easy to do what you ask them to.

Use more offline marketing to make more money online. Even Google is sending out direct mail to support their small business ads. The other day, I received a coupon for free advertising in the mail from Google. Google. The largest online presence, so much so that pop culture even uses its name to describe a search, knows the value of direct mail marketing.

Give something away, even if it is just knowledge. Everyone wants and enjoys something free. Content marketing is one of the hottest trends in marketing today. Give them what they are looking for – more knowledge. In the process of reading or getting what you have to offer, they will see what an expert you are. It is like a free testimonial, only stronger, because they will form that opinion themselves without you needing to convince them.

Get to the point. If you can say the same thing with 5 words that you did with 10 then do so. Make it clear where the call to action is. Make it clear why you are sending the prospect the mail in the first place. Again, this is a good place to ask yourself the “so what”. If your prospect can’t tell in about 3 seconds why they should continue to read your direct mail marketing – then they won’t and they will throw it away. Make what you have to say compelling.

Proof yourself. When you look at something, you are more apt to not see an error in the copy, the visual, or the message. Much like in the sentence below. When you read it – your brain fills in the gaps and reads words and not letters. You are less likely to catch errors than if someone who didn’t read it, proofs it.

“Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in what oredr the ltteers in a wrod are, the olny iprmoetnt tihng is that the frist and last ltteer be at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.”

Crazy isn’t it that you could read that when the letters are a complete mess?

The human brain decides how it will process images, read text, and remember what it is that it has seen in the past. Knowing that direct mail is a science helps design high quality, effective direct mail marketing.

Marla Boring, the Marketing & Business Development Strategist for Premier Advantage Marketing, invites you to visit and experience the direct marketing resources of a big corporation with the fast turnaround time and one-on-one attention of a small business. Generating direct mail campaigns that are a step ahead are second nature with more than 15 years in marketing in various industries. Marla is a published author and written in the realms of copy on direct mailers, poetry, and short stories. Learn more about direct mail marketing including free tips, proven strategies and more by visiting the direct marketing blog at

Article Source:

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!

You must be logged in to post a comment.

Prev Post:
Next Post: