Page 184 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Or, go large. We once created a communications piece for a magazine
publisher to let subscribers know that their subscription had
finished a few weeks earlier. The mailer was an A3 flyer designed
to look like a doormat. The “letter,” reproduced on the photo of the
doormat, which bled on all four sides, announced, regretfully, that
this was all we could send Mr Subscriber this week because he had
let his subscription lapse.
If you’re creating a self-mailer, such as a postcard, get your
imagination into gear and have some fun. Circles, die-cut shapes,
more squares: yes, there’s a cost involved, but when you look at
the overall economics of direct mail, adding just a small increase
in response rate will more than pay for any additional production
work. And check out the range of stock envelopes available to you.
There are plenty of square envelopes you don’t pay extra for that can
give your mailing a lift.

In practice

• For your next mailing, try a non-standard format. Test it against

your control pack—you may be pleasantly surprised.

• Ensure your format is in line with your brand. If you’re a firm

of old-established family lawyers, an octopus-shaped mailer
may intrigue prospects but ultimately not convince them you’re
serious.

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