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FactoryDirect<br />
when possible. Recipients will scan<br />
the text, not read word for word.<br />
Inject some humor. It’s rarely<br />
12 seen in direct mail but is a<br />
great way to form a connection with<br />
your audience. Perhaps open the<br />
piece by discussing a mattress or<br />
sleep-related issue that is a source<br />
of annoyance—like waking up in<br />
the morning with aches and pains—<br />
then give readers a jolt by adding a<br />
comic twist.<br />
Dress up the design<br />
What your direct marketing piece<br />
looks like can be as—or even<br />
more—important than what you<br />
have to say. Karen Saunders, author<br />
of Turn Eye Appeal to Buy Appeal:<br />
How to Easily Transform Your Marketing<br />
Pieces into Dazzling, Persua-<br />
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82 | <strong>BedTimes</strong> | May 2009<br />
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<br />
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Direct marketing<br />
allows companies<br />
to target previous<br />
customers—a very<br />
important group<br />
in times like these,<br />
when prospecting<br />
for new customers is<br />
especially difficult.<br />
sive Sales Tools, offers these tips for<br />
designing effective direct marketing<br />
pieces.<br />
➤ Use powerful photography or art,<br />
interesting colors and interesting<br />
graphics, but use them sparingly.<br />
➤ Include enough white space—it<br />
aids legibility and gives the reader’s<br />
eye a resting point.<br />
➤ Take advantage of free or lowpriced<br />
clip art and stock photos that<br />
are available online.<br />
➤ Add dramatic contrast with colors,<br />
shapes, fonts and graphics.<br />
➤ Create a consistent look throughout<br />
the piece. Repeat key design elements,<br />
such as bullets and headers,<br />
using the same size, color and font.<br />
➤ Know when to use serif and sans<br />
serif fonts. Serif fonts have tiny<br />
horizontal strokes attached to the<br />
letters that help readers’ eyes flow<br />
from letter to letter, so they are good<br />
for the body copy in text-heavy<br />
pieces. (The text in this article is a<br />
serif font.) Bold sans serif fonts are<br />
good for headlines (like the one on<br />
this story) because they slow readers<br />
down and grab their attention. BT<br />
7 1 /2” H Continuous Units<br />
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Reliable & Creditable Canadian<br />
Professional Manufacture<br />
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Wires, Border-rods, Grids, etc.<br />
Peter Jensen, VP/ Marketing & Sales<br />
(604) 351-3613 • PeterJensen@Keynor.com<br />
Canada: T(604)267-1307 • F(604)267-1327<br />
RaymondS@Keynor.com<br />
China: T86-21-13901616782 F86-21-55128718<br />
RaymondShao@keynor.com.cn<br />
www.sleepproducts.org/bedtimes
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