Stickiness… this is the key to making a success out of PR material like portrait A4 brochures. But what exactly is stickiness and how can you go about making your direct mail sticky?
Sticky promotional messages are those that really make a big impression on your customers, both loyal followers and potential prospects. If you can achieve this, then you’ll see that people are far more likely to respond favourably to what you’re putting out in the ether. What you don’t want is for people to receive your material and for them to just throw it away without a second thought. This is where stickiness comes into its own.
But how can you achieve it? The good news is that it’s actually quite simple (you’ll be pleased to hear). For example, you could simply ask any customers you have particularly good relationships with to give you a testimonial that you can then use on your posters, in your brochures and leaflets, on your website and so on.
Or you could play on people’s emotions, which all the best ad campaigns do. It’s all about using your products or services to create instant emotional appeal. When people find something that resonates with them, they’re far more likely to take action… which is what you want them to do.
Interestingly, these days the very essence of direct mail itself is sticky. We’re so saturated with digital technology that it can actually be very refreshing to receive something tangible, something we can keep. As long as you make sure your direct mail has something to offer your customers and something that appeals to them immediately, you should find your profits start to climb.