Has Your Direct Mail Content Passed the 4 Second Test …


When someone picks up your direct mail message you only have three to five seconds

Statistically   – to capture the attention of the recipient and convince them that your content is worth their time. If it is they will read further if not they will throw it in the bin.

First impressions are everything, so how do you make your content compelling enough to appeal to someone in the blink of an eye?


Here are some tips to help your content pass the blink test.  


Have a Gripping Headline

Make the headline such that it grabs the reader’s attention and lays out clearly and simply, exactly what you have to offer them. A numbered list works wonders in this regard. Whether it’s ‘ 5 top business innovations of 2013’ or 8 top tips for planning a successful exhibition. It promises to convey valuable information in a simple step- by- step format that is easy to digest.


Make your layout Clear

Use short paragraphs, the longer and denser it is the less likely people will stop to look at it. If you do go with a numbered list give each point on the list a summary title

And put each one in bold so that they stand out from the rest and are easy to skim through or alternatively use sub headers every couple of paragraphs.



Have a Compelling Image

A picture is worth a thousand words. The picture is the first thing they will see , it will tell them at a glance everything they need to know about your content. Make sure the image makes the reader want to know more about what you have to say. And not stir

Feelings of indifference and make them discard your message.


Three to five seconds isn’t a lot of time but if you put yourself in the readers shoes and use the above to make your content more appealing it could be enough in those

Few brief moments to reel someone in  and sell them what you have to say before they start reading the whole content.

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