If you are spending money on a direct mail / postal marketing campaign, but not spending time developing headlines, you are wasting time and money.
Why is the title so important for a direct mail marketing postcard? We'll get to that in a moment. First, let's demystify the headline by dividing it into its purest form.
A title is a line of text at the beginning of a document, hence the name. I am not saying this to insult your intelligence. I tell you this to open your mind to what a whole headline could accomplish. To know more about the best postcard mailing service, you may check this link right here now.
When you use the word "headline," most people think of newspapers ("12 arrested in Whoopee cushion incident") or advertisements ("Lose 15 pounds in 30 days, guaranteed"). But headlines can be found in a much wider range of posts than that.
The purpose of the headlines
Generally speaking, a title is designed to:
1. Get the reader's attention so it's the first thing they read.
2. Describe the information that follows.
3. Identify your intended audience (within the context of the post).
These goals apply to direct mail headlines as well. Only in direct mail is there a much stronger desire, and financial incentive, to have the message read completely. If someone buys a newspaper, looks at it, and then throws it away, the newspaper has still made a sale.
But in direct mail, a glance followed by a trash can equals money lost.
The purpose of headlines in direct mail
So for direct mail marketing, we could rewrite our headline goals as such:
1. Get the recipient's attention in the first five seconds.
2. Highlight the value of the information that follows. Promise your readers that it will save them time or money, make them healthier or happier, or help them avoid something terrible.
3. Evoke some form of response from the target audience.