One of the webinars that sticks with me, even a year or more later, is one on direct mail success stories from direct mail guru Gary Hennerberg. In it, he talked about show stoppers, or creative elements on the mailer that get people to stop and look. Even if it’s just for a fraction of a second, each show stopper buys time for them to absorb the message.
Hennerberg says he likes to put no less than seven show stoppers on every envelope. The more show stoppers, the more time he buys for his clients.
In today’s mail, I got a mailer that looked very much like the ones Hennerberg discussed in the webinar. I wonder if this one is his handiwork. So I counted them. One, two, three, four, five, six . . . seven.
Here is a picture of the mailer. Can you find all seven show stoppers? In looking for them, do you get any new ideas that you can bring to your own direct mail clients?