You might remember an article I posted here some time back called, 17 ideas for creating successful order forms. It was written by Ted Nicholas. It’s well worth your time to check out if you didn’t see it before.
Nicholas recently sent word to his list about a chapter from his book that he was making available. It’s called 38 Ways to Use FREE – The Most Powerful Word in Any Language.
No surprise… he was offering it for free.
The importance of FREE is something I wrote about in my… well, free… guide, 10 Things You Must Know About Magalog Design:
We may feel there’s no such thing as a free lunch, but that word “FREE” still makes us take notice. If you’re offering something free, even if it’s a free gift with a paid order, make sure it’s highlighted.
Designers do this in any number of ways… capitalizing the whole word, underline it, using a yellow-highlighter effect, using a different color for the word, using a different font, or using a different font size.
If something you’re offering is FREE, make sure people know it.
I mention things like this to you even though you may be hiring others to do the writing/designing of your marketing material. If you’re not doing the actual work, you should still be aware of what does and doesn’t work in direct mail.
And if you are doing it yourself, then it’s even more important that you’re aware of these best practices.
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