Have you ever had a piece of direct mail in your hands, maybe for a campaign that you did for a customer, or simply received at home, that really stopped you in your tracks?
Maybe it made you notice it for some physical quality. Or a blazing headline across the front. Or even a clever use of marketing technology.
That’s the power of interruption, that voice in your head that says, “Hold up, I’ll get my kid from soccer practice in a second. Let’s see what’s in this envelope.”
Our routines and conversations, whether we have them with others or ourselves, can be interrupted by anything. A barking dog, a crying baby, a smoke alarm — or a well-crafted direct mail piece.
People have short attention spans, perhaps shorter than ever, with dozens or hundreds of messages encountered every day in our digital age.
People are rushed, tired, jaded, and dare I say it — bored — with the glut that never seems to end.
Your mailing isn’t any different. It must interrupt and keep on interrupting until some kind of action is taken, like scanning a personal QR code, calling a number, visiting a location, or setting it aside on your fridge, not throwing it into the recycling basket.
Read the rest of this story on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
