While surfing the net, I came across this post by Mary from Marketing Troubleshooter.

Ok, I am not mentioning her name in this blog because she has suggested American Express to use a postcard instead of publishing and distributing an expansive booklet. Nope, this is not the reason for this post and I don’t find anything to be too happy.

Look at the main point – she recommended Am Ex to use postcard because it could suffice the need in a better way than an expensive booklet. And note the points where she criticizes the content of the booklet.

Marketing is all about that – it is all about how you present a thing and words play a vital role there.

You may have a great looking and expensive booklet but if the content is not interesting enough, than everything will find their way in a trash can. So what is the need of all these?

We often come across some clients who want more and more images in the postcard or brochures or other sales literatures. They think those images will make the postcard more attractive.

Is it really true?

If you cannot maintain a balance between the two (image and content) and if you are not sure about the thrust area, the project cannot succeed.

I know that images look good but you can never be sure how your target audience would realize that image (a smiling lady can be translated from different perspectives). But, you can cut down the chance factor with your content. They must compliment each other for a better result.

Filed under: Marketing Tips, Direct Mailing, Marketing Communication