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Hello Fellow Marketer,
The below direct mail examples show two different creative approaches. I call the one on top Promotional because it shouts out about the offer and uses color and bold typography to get your attention. And isn’t that how to advertise?
Well... done right, the more subtle creative on the bottom, which I call Official Business, almost always performs way better. It can work in print and online.
Whereas a prospect getting Promotional knows you’re trying to sell them something, Official Business does a strategic end run around advertising itself. It appears to be coming from a company with whom you might already have a relationship.
For print – if you’re brave enough – you can stand out from the pack by designing and printing authentic-looking Official Business mostly in just black and white.
A more promotional and colorful component can also be separately included in the communication to tout features and benefits, and to help with longterm branding.
Best,
-Todd
Feel free to say hello:
My email todd@toddlerneradvertising.com
My mobile 248-417-1939
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