12. Involvement devices: Zip strips, peel-off stickers, die-cuts, unusual windows and repositionable notes are just a few of the devices designers use to create intrigue and involvement. They encourage people to peel, pull and peek inside your OE.
13. Postage: Postage doesn't have to be boring. Think of it as another hot spot that generates reader interest. Test live stamps. Create a custom indicia. Make it a strategic element of your OE. Because postage plays such an important role in mail screening, don't leave decisions about its appearance to a letter shop or production manager.
- People:
- Alan Rosenspan
- Pat Friesen
Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.