Include a Strong Call-to-Action (CTA)
Your CTA should encourage a lead or prospect to take advantage of your offer by performing a specific task. Make it easy for the eye to locate – and easy for your customer to perform so you don’t cause frustration. Be clear, leaving no doubt in your customer’s mind what it is that you want them to do.
Avoid Clutter
Too much on the page scatters attention. It makes it difficult to absorb the value proposition and to locate the call to action (CTA). Design for easy skimming.
Use Simple Visuals
Use high-contrast, simple imagery, which the brain can easily process. Bright colours and a big, bold font can make the communication stand out.
Show Faces
Images of people interacting with your product or service can help reinforce your key messages and have a positive effect on the reader.
Action-Oriented Words
Avoid the passive voice and verbs that lack power. Use your copy to focus on selling your offer, rather than your product or service.
Embed tracking
Including embedded tracking mechanisms in your piece will make it easier for you to measure success. You can use a promo code, a marketing URL, QR Code or a unique toll-free number.
P.S.
Adding a P.S. is important. People often skip to the end of a mailing to see what’s in it for them. Reinforce your message and your advantage there.
