For a direct mail piece to succeed--no matter what format: brochure, letter, postcard, catalog, etc.--it must include good, clear, convincing copy. Although effective mailers have been created without the use of graphics, you can enhance your marketing copy and add visual appeal to your promotion, in turn increasing ROI, with photographs.
But incorporating photos into your direct mail piece requires more than just buying an image and slapping it into your layout. To make the most of your pictorial additions, keep the following tips in mind:
• Use high-resolution photos. Otherwise, your image will look grainy and detract from the purpose and effectiveness of including the photo. If you're not sure if your photo is up to snuff, let your printer review it.
• Include people. Whether they're pictured using the product or enjoying the benefits of the product/service, happy people portray more meaning than products alone.
• Plan placement. Photographs and other graphics help pull your readers into and through the promotion. Place photographs throughout the layout to draw attention to the entire piece, or place them next to particularly important text.
• Think directionally. Remember the “direction” of the picture when placing it: a person looking to the right side of the photo will lead a reader's eyes to the right side of the page. Make sure to place such pictures on the left side of the page and include key copy to the right of the photo.
• It's not the end. Avoid putting photos at the bottom of a page, especially if it's a key visual or your only photo. Graphics are one of the first things readers look at, and putting a photo at the bottom of a spread invites readers to exit the page.
Whether you buy a stock photo, take your own, or hire someone to take the pictures for you, make sure the images you include in your marketing support your text and convey your message.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
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