We’ve already explored how to effectively use several textual elements in direct mail packages in the first and second post of our Direct Mail Toolbox series. So let’s break it up and get visual! In this third installment, we’ll examine the power of sidebars, comparison charts and stock photography to see how they go beyond simple aesthetics to help present and organize content concisely and persuasively.
Sidebars
History Lesson: Used in the first magalogs in the mid-1980s, sidebars helped interrupt blocks of content, giving readers’ eyes a rest from the pages of traditional copy. They’ve also been long used in newspapers to house shorter pieces or to act as complements to longer articles.
In Direct Mail: Most mail recipients are “scanners” as opposed to in-depth readers, and sidebars give their eyes something short and sweet to focus on. Some believe that sidebar placement helps compel readers to move forward through the content, whether online or in a letter. With several ways to treat the sidebar, it’s important to make sure you connect design and content in a meaningful way.
This means understanding what you’d like your readers to walk away with if they don’t read the entire body. Once you establish this, you can create opportunities for your readers to visually remember good qualities attributed to your offer, using logos, icons, and short, digestible nuggets of copy. There are plenty of ways to do this, and Early to Rise details 20 different types of sidebars and how to use them effectively to your advantage.
Comparison Charts
History Lesson: In the 1990s, several online services were dedicated to collecting price data on like-products so that shoppers could easily see whether they were getting the best offer. Thus, with the rise of the Internet, an easier way of comparison shopping was born.
In Direct Mail: Aside from price comparisons, your chart should also focus on benefits, such as extra capabilities, faster service or better quality customer care that competing businesses fail to offer. With the chart organizing information in a visual way, readers can quickly see how the competition compares. And if you do it right, you can break your readers’ brand loyalty to other business’s products and services, in part by “giving consumers reasons to leave [your competitors], rather than excuses to stay.”
For a clean chart, don’t clutter the space with too much information; rather, compare only a few solid benefits. Plus, make sure to choose the appropriate competitors and consider the implications of naming your competitors outright. All of this requires thoughtful consideration, but the time and effort can really pay off. In fact, Content26 states that 22% of shoppers rely on comparison charts the most when making decisions—the second largest percentage. For helpful tips, ConversionXL describes how to maximize your chart’s ability to persuade.
Stock Photography
History Lesson: The 1920s saw the first stock photo agencies and, according to Steve’s Digicams, they were created to sell leftover photos from photography assignments. Over the years, this blossomed into a full-blown industry, with photos taken specifically for the use of stock imagery.
In Direct Mail: Photography in direct mail can serve many purposes—it can establish an emotional connection, symbolically represent a company value, and add information about what your readers can expect from an offer. All of this helps the reader pick up and remember qualities of a product or service without reading a word.
Buying images from a stock photo provider is often cheaper than hiring a professional photographer to do a custom shoot. However, it’s for this reason—the non-custom-made imagery—that makes using stock photography a tricky practice. Choosing a misleading or confusing image, or one that looks staged, can turn off potential customers immediately.
With that said, using the right image requires a lot of thought, and sifting through the masses is an art in and of itself. But rest assured, there are fresh and innovative ways to go about incorporating stock imagery into your own direct mailpieces. It’s largely a matter of moving away from the traditional searches and thinking critically and creatively about what your readers need to see. This is why we’ve put together this comprehensive post on a new way of thinking about stock photos that gets your audience more likely to engage and buy.
So there you have it—while effective copy is an important driving factor in boosting response, visual elements play just as significant a role. By designing and organizing information in a way that makes it easier for potential customers to literally see why your offer or business is superior to all others, you can increase engagement and response rates. Stay tuned for our next—and final—post of the DM Toolbox series!
