Mastering the Art of Making a Lasting Impression

The Anatomy of a Great Impression

Impressions can take various forms, including company materials, announcement cards, introductory emails, testimonials, annual gifts, holiday cards, and more. The key is to choose these wisely and vary them to keep both potential and existing clients engaged. Remember, even your existing clients need reminders that you're ready to assist them when needed.

One of the most effective ways to make an impression is through a mailer. However, not just any mailer will do. It needs to send a powerful message that prompts a response from the reader.

Crafting an Effective Mailer

When designing your next print piece, keep the following key elements in mind:

• Inform and Prompt Action: Your mailer should not only inform but also encourage the audience to take action. For instance, a relocation announcement card could include a discount coupon for the next purchase, or a Thanksgiving card could provide space for listing people to give thanks to. This way, you engage your audience and add value to them.

• Engaging Headline and Flowing Copy: A strong headline that focuses on the mailer's purpose and a concise, on-point copy that stems from the headline are essential.

• Appealing Design: Spend time on font, color, and a few well-selected elements like a good photograph. However, don't overdo it. The visuals should complement the copy, not overpower it.

• Avoid Clutter: Too many messages, excessive text, or numerous graphics can overwhelm the reader and lead to your mailer being discarded. Keep it simple and remember that you're competing against many other mail pieces.

A successful mailer might involve a company creating excitement by offering a free gift to a lucky winner. The headline should draw the reader in to find out what they might win and how to participate. An image of the company staff holding a recent award could accompany the main copy. Contact details and a pre-stamped, addressed card for participation could also be included.

This approach works well as it:

• Makes a powerful impression.
• Subtly shares information about the company (the award).
• Engages the audience in an event where someone will win something at no cost.
• Makes participation extremely easy.

So, don't stop at the first or second impression. Aim for seven impactful impressions, always experimenting with new strategies to see what works best for your audience. This approach will help your audience recognize the value your company offers, leading to increased new and repeat business.