Direct Contact Success…Rare, Well-Done, Both

Today is the biggest shopping day in America and I hope your dealership is covered up with traffic so this will be brief. Of course, new research says it better be brief.

I read several articles that debated a reader’s comprehension of a paper-printed message to a screen message. A clear-cut verdict has not been made on the level of retention based for paper or computer content but one thing is clear – we are skim-reading, looking for key words, and reader comprehension does increase with brevity. One term for this is “twitter brain” – we have become 140 characters-or-less communicators.

Our position on the creation of direct contact material whether on a postcard, letter or email is word-count conscious. The right words relevant to the right reader will render the right result. Why do shoppers double-check to have the postcard from their favorite store that tersely reads 30 percent off black Friday? It’s rare to see a message that simple but that’s what makes it well-done.

Here’s a tip of the hat to Buick GMC for their 20 percent off as well as Ford and the $1000 Amazon Card. I am anxious to see how those brief messages deliver Next Day Traffic.