4 Ways to Say Less and Get More From Your Direct Mail Campaign

“It is my ambition to say in ten sentences what others say in a whole book.”  Do you know who said that?  It was a guy by the name of Friedrich Nietzsche.

According to Wikipedia, Nietzsche was a German philosopher, philologist (I don’t even know what that is!), and a scholar whose work has exerted a profound influence on Western philosophy and modern intellectual history.

Something he said a very long time ago is so true today, especially in Direct Mail: Briefness is King.

Take a minute, relax, and put some thought into what you want to do BEFORE you do it.  Here are four easy ways to help you NOT to say too much:

• What do you REALLY want to say? I mean, is there a message or central point?  Or are you just saying hello?
• What do you intend to accomplish? Are you seeking to identify and attract new business?  Or are you catering to that established (and financially fruitful) segment of your clients?
• How will you incent contact? You don’t have to give away the farm, but what reasons would compel someone you’ve never worked with before to call or email you?
• What is the plan (and I mean long-term) for the campaign? Is this a multi-design effort, or will you send the same exact postcard for your second iteration?

Don’t overrun your audience with word salad.  Remember, you aren’t writing War & Peace.  Less is More, right?  Editing your message is the key to delivering a powerful and lasting impact.  And that’s what you’re after.

You want your audience to remember who you are, what you’ve said, and what you can do for them.

Giants in their industries, like Nina Garcia, the Editor-in-Chief of the fashion magazine, Elle, and Oscar-winning film editor, Richard Chew (Star Wars: A New Hope, and Risky Business, to name but two), firmly understand that the key to their success is taking an abundance of material and whittling down to just what is required; the perfect amount of content they need to blow their audiences’ socks off.

Nietzsche had a pretty good point. Both Nina and Richard have built their brands by focusing on brevity to keep them at the tops of their games.

Source: Prospects Plus

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