Everybody loves a good story. So why not turn your next direct mail campaign into a story people will remember. Infusing the great art of storytelling into your next initiative is as simple as following this checklist by the team:

1. Make It Emotional
   What feeling do you want your audience to walk away with when they look at your direct mail campaign? Trust? Reliability? Those are good places to start. The feeling can be anything you want it to be. Just make it universal.
2. Character Development
   All good stories feature a good character. Just make sure that
   whichever character you choose—human, animal or even an inanimate object—has a likable personality.
3. Spell It Out
   Incorporate a clear call to action that ultimately benefits your business or organizational goals.
4. Be Visual
   Compelling visual imagery is the key to a great story. If you write the story out in text form, always include a photograph or other image beside the text. Graphics are good, too.
5. Find A Sounding Board
   What good is your story if it doesn’t make sense? That’s not a rhetorical question. The answer is bad. Have someone proof your story and answer the following questions: What emotion did they walk away with? What did they like? Can the story be improved? Outside feedback helps ensure your story is strong and conveys the emotion you want.
6. Go With The Pros
   Use a high-quality printing and mail system to take your plan to the next
   step. Nothing ruins a good story like poor craftsmanship.

This article appears in the new May/June 2019 issue of Connect magazine published by NextPage, which can be found online here. If you would like a free print subscription to Connect, please click here.