How to Fail at Direct Mail: Seven Habits of Highly Ineffective Postcards

Wickedly accurate thoughts from my friend Bryan Rose…

Launch Clarity

directmailfail2Last week, I opened our mailbox to find one of the worst church direct mail postcards that I have ever sent or received. First, you need to know that I have been a part of sending some real doozies, like an “F-Word” (forgiveness) pun on an Easter invite one year… not my idea, but I was definitely a willing participant. On some level, at least there was a point – horrible and offensive as it was.

My recent mailbox find is a direct mail piece following all of the current church-mailer trends, in that it is oversized, has a picture of the pastor and includes a group of smiling multicultural people. However, the messaging is a wreck, confusing and downright crazy-talk. This mailer was either designed by 4 different people who never bothered to coordinate their contribution, or one person with 4 different design personalities that stopped taking their…

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