The artist and organizer in me is always looking for ways to make things attractive and neat. But if there is one thing I’ve learned early in my career in direct response: pretty and organized creative is not always what gets the highest response.
My early work experience at Time Inc., when sweepstakes were a driving force in obtaining subscriptions, made that clear to me. As I was reviewing one of their controls, I thought: This is one of the most unorganized mailings I’ve ever seen! Place this sticker somewhere to get the extra $10,000 bonus … place another sticker on some other form to get the free gift … here’s a list of your prizes, but if you want this specific prize then check a box, etc.
CONFUSING, BUT IT WORKED! Why? Because the customer was thinking: “If I can figure this out, I really might be a winner.” However, what worked for this particular sweepstakes package won’t necessarily work for the direct response pieces we mail today. Each kind of piece draws its own emotional response from the customer. To find out what elicits the right response in your customer, you must follow the direct mail mantra: Test, test, test.