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Reaching the right people with Direct Mail
Reaching the right people is very important when it comes to sending out advertising flyers, brochures and catalogues. There’s no point sending lawnmower brochures to people who live in high-rise flats! As well as making sure that the brochures you send reach the intended people who will act on the information, you need to ensure that your brochure will entice people to read it and take notice of it, instead of them pulling it through the letterbox and instantly binning it. To do this, you need to grab the attention of the recipient within the first few seconds of them picking it up, before they have time to find a bin.
Keep a Simple Message
Anyone who sees a flyer which is covered in lots of complicated text will be instantly put-off and will most likely not read the flyer. On your brochure, tell the customer only the very necessary information, and maybe even structure your advertisement around just one aspect of your business. The recipient isn’t going to care about the heritage of your business or any other irrelevant information, so don’t give them an information overload!
Be Creative with Design
The rule of thirds is a popular rule of thumb used by people who struggle to know intuitively about how to arrange things on a page. Split the page into thirds and divide content between them. This will make the brochure look much less cluttered and easier to read. Try using bright colours and text with easy-on-the-eye fonts so that people are drawn to the brochure. However, don’t go over the top with the colours as some people won’t like an advertisement with hundreds of colours shining at them. Use a picture if necessary, but only if the purpose of the picture is easy to understand and is clearly related to your service.
If you are more knowledgeable in design, try bending the rules! An abstract or unusual style of flyer will be sure to attract the recipient’s attention. There’s one example of a pharmacy chain sending out paper bags as their flyer, in which 20% was reduced from the price of anything they could fit in the bag at their pharmacies!
You could give away freebies and gimmicks with your flyers, but just be sure that you won’t overall make a loss from giving away too much and not receiving enough business back. For more information about direct mailing services - visit Orbital Mailing.
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