Every part of a direct mail marketing piece is extremely important because they all impact the customer’s decision on whether or not to act on your offer. One of these important factors is the headline.
In order for a headline to be successful, it needs to get the customer’s attention and help convince them to read on. In the blog entitled, “Five Tips to Improve Your Postcard Marketing,” GV Custserv says that your headline needs to be “scanable”. According to the author, “A postcard advertisement only has a brief moment to capture the reader’s attention. That brief moment, which has been referred to as the “golden glimpse” — is the moment when your postcard is grabbed out of the mailbox and either goes on the desk or in the trash. An attention grabbing headline which communicates a primary benefit for your targeted recipients is the key to getting the potential reader to read on.”