Short and Sweet Content – Why It Works

You’ve read those long letters that come to your mailbox with direct mail campaigns. They drone on and on, telling a complex backstory before they finally get to the point and tell you what they want you to do. How often do you even finish reading those letters or emails? While Google rewards online content for its length, in the real world, short and sweet is often still king when it comes to converting leads into clients.

Busy People, Busy Lives

With long work hours and carpooling kids to sporting events and other school activities, people are busy. They don’t have time to read a long ad, especially if they aren’t sure they are even interested in what someone is offering.

If you want to get the attention of your prospects, get to the point. Let them know from the start why they should read what you have to say. Then say it. Quickly and concisely, so they can go on with their day.

More Contact, Less Content

Marketers have used the long letter campaign to create a connection with their audience. They tell a story to draw them in. However, you can achieve that same connection with shorter content. Instead of focusing on one long mailer, create a multi-touch campaign.

With a three-, four- or five-mailer campaign, you build a relationship in smaller segments. Give them a bite-size look at what you have to offer. Come back next week or next month to remind them who you are and why they need you again. This method is much easier for them to focus on rather than one long intimidating mailing.

Get Creative to Capture Attention

Because people are so busy today, they often skim when they read. They look for the main purpose without reading the entire message. To capture the attention of your audience, you can pare down the message to the main points and use design and imagery.

With direct mail campaigns, it’s easy to get creative. Change the color of your envelope or incorporate small and large postcards in your strategy. Use a handwritten letter with their name included to help establish a relationship. Include a photo on the letter or postcard that will get noticed. Make it a picture of you to help build that rapport and show that you are a real person.

The bonus with short and sweet content is that you don’t have to spend a lot of time coming up with the right things to say. You can get the message across quickly and get those mailers circulating. To find out more about using the best strategy for a multi-touch campaign, contact Open Letter Marketing at 978-269-0245.

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