FIVE TIPS FOR BETTER POLITICAL DIRECT MAIL

Marcus SanfordApril 8, 2015

Tip #1:Be Clear

• Eliminate jargon and use plain English. Don’t expect your audience to know what a “TIF” (tax increment financing) district is. Explain it!

• Don’t “beat around the bush.” Say what you have to say directly.

• Focus on benefits to your audience. “What’s In It For Me?”

Tip #2:Say it Shorter

• Less is more. Consider your audience’s attention span.

• If there’s a more concise way to say something, say it!

• Edit ruthlessly. Write and re-write.

Tip #3:Use Strong Visuals

• A Picture is Worth a Thousand Words…

• Use your visuals to reinforce your message.

• Visuals should convey emotionand speak directly to your audience. Don’t use generic images.

Tip #4:Design for All Audiences

Use layers of communication:• Headlines

• Sub-headlines

• Short paragraph text

• Multiple images

• Call-out boxes

• Design for skimmers, browsers, readers

Tip #5:Use Varying Formats

• Mix your mail formats. Don’t send five pieces the same exact size.

• Example: use both 6x11 and 9x12 postcards.

• Consider folding and non-folding pieces in your campaign.

Thank You!

Thank you for viewing this presentation! I hope these tips help to make all of your political communications more effective.

Marcus SanfordSanford Advocacy MarketingPolitical and Non-Profit Communicationswww.sanfordam.com.