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Article: The art of the self-mailer: how to grab attention step-by-step. (direct mail for political campaign literature)
- Article from:
- Campaigns & Elections
- Article date:
- September 1, 1995
- Author:
CopyrightCOPYRIGHT 1995 Campaigns & Elections, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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You've got five seconds. Somewhere between the mail box and the garbage can you've got to grab their attention. Your competition: the latest People magazine.
Your target voter probably isn't much interested in a civics lesson. If you want to win this race, you'll have to hook them in and deliver a message before they even notice it's a piece of political direct mail.
Tough, yes. Impossible, no. Done well, direct mail has the potential to move voters as quickly and forcefully as the best television ads. In one race last year, two pieces of mail tripled an opponent's negatives in a week.
Step #1: Decide When to Use
Direct Mail
...