Here’s something worth knowing from the Direct Creative Blog: 7 stupid ways to screw up your direct mail. They are:
- Allow a trigger-happy “general” agency within killing range of your promotion.
- Have the artist design the piece first, and the writer fill in the blanks later.
- Plaster a clever teaser on every envelope you mail.
- Spending 2 weeks on the flyer and 2 hours on the letter.
- Create a slow-reveal “Burma Shave” brochure.
- Play hide and seek with the order form, guarantee, and testimonials.
- Guess, guess, guess instead of test, test, test.
Study these things. They’re not only stupid, they’re very, very common.
Jeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.
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