INSIGHTS THAT’S FOLD-TASTIC »
Answering the Unspoken Questions Once the recipient decides to actually read your letter, you must provide the answers to what Voegele calls the “unspoken questions”: What are the benefits of answering the call to action? How will the reader experience those benefits? What are the next steps? The benefits might be what your product or service does, a special offer you are presenting, or how the reader’s donation will help the charitable organization. Whatever the benefits, clearly enumerate them early on. How the recipient experiences those benefits
can come from testimonials or comparisons, which can be quickly alluded to in the letter and further explained in an insert. It’s more important that you quickly answer the third unspoken question and clearly state the call to action. Whatever the response mechanism is, it should be immediately identifiable and easy to use.
Signposts along the Reading Curve While answering these questions, your letter should seek to capture attention as the readers make their way through the curve. To that end, layout is important. Voegele suggests short paragraphs of three to six lines each, as large blocks of text come across as a chore. Voegele also found that the reader’s eye will fall
on certain graphic elements, which can also serve as signposts to help guide the reader through the content. Be sure to use the following: • Single-line headers or subparagraphs • Underlined or bold sentences or phrases • Indented paragraphs • Words at the end of paragraphs that spill over to the next lines (In other words, never right justify.)
Every reader’s eye will fall on these signposts, whether or not he or she carefully reads your letter in full. Use them for emphasis and to highlight the answers to those unspoken questions. Even 40 or so years later, Voegele’s insights into
reader behavior are considered the Holy Grail for marketers using letters as part of their direct mail.
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Trish Witkowski specializes in creative solutions and engagement strategies for direct mail and marketing. She is also the curator of the world’s most exciting collection of folded print and direct mail samples, sharing the best of her collection on her popular e-video series, 60-Second Super-Cool Fold of the Week. Check out our two super-cool folds below, and request the dielines directly from us!
6-PANEL MEGA BROCHURE
The 6-Panel Mega Brochure is an oversized trifold that is folded down for mailing purposes. The result is a surprisingly large brochure with lots of visual impact and plenty of space for graphics and content.
The folded piece is 28.75" x 13.5" unfolded and finishes to a 9.625" x 6.75" rectangular shape. This is a flat-rate self-mailing piece eligible for auto rates with appropriate address placement and tabbing. Recommended paper weight is 100 lb. text.
Q2 • 2021
05
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MAILER WITH TEAR-OFF CARD
The Mailer with Tear-Off Card has the outward appearance of an envelope mailer; however, it cleverly deconstructs into an interior spread with a micro-perfed tear-off card. The card can be used as a business reply card, a save-the-date reminder, or a coupon or promotion.
The piece is 17" x 12.64" unfolded and finishes to a 9" x 5.75" rectangular shape. It is a letter-rate self-mailer, eligible for auto rates with appropriate address placement; tabbing required. Recommended paper weight is 80 lb. cover.
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