Mike Rosen, president of consulting firm ML Innovations, Inc., admits he chucks a lot of direct mail into the trash. In a recent blog, he analyzes a successful piece of direct mail that halted that instinct and held his attention. The piece was a post card with no envelope to keep him from scanning it quickly. His one cursory glance revealed a universe. The card was an unusual size and featured two very different, attractive photographs which caused what he calls a “pattern interrupt.” The visual, tactile and emotional feel of the post card were outside his norm in a good way. He wanted to know more and kept reading. The card was written simply and directly and told him to contact a specific person at the sending company, not an anonymous department. The carefully planned sensory experience of the card hooked him; the personal touches reeled him in. Enjoy the rest of his 16 tips in the blog:
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