Take a look at this magazine subscription card above that I came across (I removed all references to the title and publication).
While keeping its simplicity, the above card can be improved dramatically to elicit a stronger response. I took the liberty to rework it below. Here’s what I did.
1. Knowing there are only seconds to grab someone’s attention, I didn’t want to hide the best component of the offer. It needs to be emphasized. A proven way to do that is with a burst.
2. “Free” is hidden under the “Yes” copy. I moved it to a more prominent position and made it much bigger. As all direct marketers know, “Free” is a very attention-getting word.
3. I emphasized the “Free” component even more by adding an image of an iPad. This gives prospects a better idea of what they will receive.
4. The title, “Special Subscription Offer,” is fine. If you can give a sense of timeliness to it, even better. Is there a holiday coming up that you can tie it to? Here I changed the title to “Special Holiday Offer.”
5. There are two offers on this simple card: one on the top and one on the bottom. Also, the strong selling point “SAVE 69%” is smaller than the rest of the copy. If someone is considering the offer, I want to make it as easy as possible for the person to select the best option. Therefore, I put both offers together and enlarged and bolded the “Save” copy.
6. Finally, I added an arrow next to “Best Deal.” Arrows have a way of attracting attention–let’s use them!
Now look at both cards. Can you see that the bottom card’s message is much stronger and easier to figure out quickly? These changes are just a starting point. Even more can be done.
Direct response creative (whether it’s email, direct mail, a landing page or banner ad) can be a very effective tool in bringing in new revenue, subscribers and members to your organization–when done properly.
Look at the above sign. All other times it’s okay to litter?
We all know that can’t be and for those of us who live in New York City this is a very familiar sign — it’s the alternate side-of-the-street parking sign. But in this email the sign appears to be about littering, not parking. You may even wonder what the “P” stands for.
This is a perfect example of why these 3C’s — Context, Conciseness and Clarity — are so important in all creative. Let me explain how it applies to the above image:
CONTEXT — This sign is taken totally out of context. It’s not hanging on a pole on a New York City street and you’re not trying to find the best parking spot. When you are parking your car and quickly looking at this sign your eye only goes straight to the hours, because that’s the only thing you are concerned about.
CONCISENESS — This sign has two messages. “DON’T LITTER” is really not necessary.
CLARITY — The lesser message “DON’T LITTER” is really overpowering the real message. This is due to the strong design element of a broom popping out and directing your eye to the words “DON’T LITTER.” This confuses the real message of the sign.
These parking signs are bolted to steel poles, therefore they are only going to be seen where they are. But not all messages are like that. Always keep the 3C’s in mind with your direct response creative. Ask these questions:
1. How or when is a customer receiving your collateral? If it’s moved to another context will it have the same meaning? Also consider who and when your audience will see your mail piece. If people are reviewing their email quickly on their smartphone, is your message right to the point in the least number of characters?
2. Can you get your message down to its core? If your mail piece needs to have a second message, make sure it does not fight for attention.
3. Is it clear? I recommend getting a fresh set of eyes to review your message — ideally a person not at all connected to the project.
We’d love to help you improve response. Let us be the fresh set of eyes to review your current creative message.