Successful direct marketing is about making your mailing stand out. And the most effective way to do that is by capturing the imagination of your readers. People get used to seeing the same things. It’s boring. If you give them something they’re not familiar with they’ll want more.
However, don’t go overboard. It’s not about shocking people. But at the same time you need to think about an arresting way to engage them with the right image – the first thing they’ll notice about your mailing – and strapline. And the best way to do this isn’t always by making your direct marketing directly relevant to your product or service.
Think laterally. Ask your readers a question. Tell them something surprising. One of the most successful campaigns I’ve ever worked on – for a carpet cleaning company – asked readers: ‘What does your carpet tell you about you?’ The response, as people glanced guiltily down at their floors, was overwhelming.