Die-cuts. This is where the word disturbing comes in. When you use die-cuts to create disturbing elements, you attract the eye. For example, you've probably received subscription mailings with response cards that have a corner missing. The eye is immediately drawn to this disturbing element. There's something off-kilter, even uncomfortable about the corner being cut off. Next thing you know, the card is in your hand and you're examining it ... exactly what the writer, designer and marketer wanted you to do.
So, what are you doing to make your next mailing more engaging and intriguing? Whatever you do, remember it's always a good idea to test before you roll out.
Pat Friesen is a copywriter/creative strategist who writes for direct mail, email, blogs, catalogs, the web and other direct marketing media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913-341-1211 or Pat@PatFriesen.com.
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