Creative tips
31/08/2005
Creativity does not have to be expensive!
CREATIVE TIPS
Finding Inspiration
Creativity does not have to be expensive. If you feel you need some
expertise to develop a logo or template, try a good amateur. Local
art or design colleges can put you in contact with young,
enthusiastic creatives who welcome the chance to gain
experience.
If you need photography, but cannot afford a professional, you can approach a camera club instead. Also consider using online photo libraries which allow you to use existing photography at a small cost. Another option is to approach the PR department of an organisation whose images you wish to use.
A final useful hint is to picture your customer in front of you and imagine how you would persuade them face to face. This is often the best route for creative inspiration.
Writing compelling copy
* Make your headlines simple, short and to the point. Your finished
idea must pass the three second test. If it is not understood in
that time, start again.
* Always consider the emotional angle, as this often leads to the most effective advertising. Remember you are selling to people so always think "what's in it for them?"
* Also remember that your can phrase a headline as an opportunity ("The size you need without the search") or you can touch on a problem ("Why don't shops ever stock your size?").
* This beginning section should be dominant, both in terms of space and use of colour.
The support and call to action section
You've just made a promise; you now need
to substantiate it. Still picturing your customer, explain how your
product or service can uniquely benefit them. How should they
respond? Is your call to action via a visit, a call, a click
on-line - is there a time limit on the offer?
The key to this part of the communication is to keep it punchy and don't overload it with too much copy. You're trying to encourage a sale, not give the life story of the product.
To ensure your reader is not overloaded with messages, the support section should be submissive to the main section; both in terms of space and use of colour. They must avoid fighting for attention to guarantee the reader follows the story in the right order.
Direct Mail creativity checklist
In the hunt for creativity, some of the basics can easily be
forgotten. Use this checklist to make sure your work is not only
compelling, but practical.
Content:
* What does your mail pack consist of and will it fit in to a
standard envelope?
* Try different and unusual paper (ensuring it is laser
compatible).
* Bear in mind the heavier the weight, the higher the postage
cost.
Collation:
* Will you use window envelopes, labels or is the envelope going to
be printed?
* Can you fill the packs by hand? For very large quantities you may
need to employ a fulfillment house, which could then affect your
choice of envelope and contents.
Fonts:
* Is your font clear and easy to read or does it take your
attention away from the message?
Your envelope:
* Put a strong message on the outside, maybe a question.
* Try unusual envelopes, text and colours.
Your letter:
* It should look and feel like a letter. Sounds obvious, but many
don't.
* It should start with a short sentence, maybe a continuation of
your envelope message.
* Write in the first person and use a real person as signatory.
People will respond to people.
* A "P.S." works - it's often one of the first things people
read.
