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Pat Friesen
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10. Hot spots: Every OE has hot spots where the eye goes first. Some are innate—corner card, addressing, postage. Others are created by writers and designers—teaser copy, involvement devices, graphics. They work together to manage eye flow while keeping your mail piece out of the trash and in the hands of your reader. Maximize the impact of your hot spots.
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Pat Friesen
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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.
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