How to win at direct mail marketing!
HERE ARE OUR TOP 4:
3.) Great Sales Copy
(we suggest taking a look at Apple’s sales copy which is usually three to four word sentence statements – for example the apple watch campaign)
To wear it – 3 words
is to love it. – 4 words
Every time you think of A kit-kat, you think of there sales copy –
Have a break – 3 words
Have a kit kat. – 4 words
Coincidence that strong sales copies are in this format? No.
The confectionery brand Kit Kat engaged with british residents for there Kit Kat Chunky Mail release campaign, which launched in Britain in 2011.
The design of the kit-kat campaign striked alot of similarities to our beloved Royal Mail ‘missed delivery’ notes put through letterboxes. Kit Kat’s direct mail is a simple red card naming the end client and even echoing the tick a category box (i.e. packet) of the royal mail notes.
As the end client continues to read the card, only to discover that the item is ‘too chunky for your letterbox’.
Too Chun-ky – 3 syllables
for your letter-box. – 4 syllables
A strong, bold call to action/sales copy iniative is then followed by an image of the product (in this case a kit kat chunky) and encourages the end client to collect their free chocolate bar from a specific location.
This is no different to digital marketing –
New product/content > Client Data/mailing list > subscription/advertisement > Funnel > Visit Place/Sign up/link through > collect marketing data.
Have a look at the design similarities between the direct mail marketing of kit-kat against the royal mail note left for British citizens.