Avoid These 6 Red Flags

Direct Mail Tips
July 14, 2016
Randy Kammerdiener

Majority Strategies was born from the idea that we could do things better.

We could target better – reaching the right people with the right message.

We could produce better – faster, more efficient and more cost effective.

We could write better – witty where appropriate, serious as needed.

We could design better – moving away from the cliché red, white and blue to the full spectrum of colors, design and attention to detail that are the hallmarks of “traditional” advertising.

In 20 years, you learn a lot about mail.

Here are our 6 Red Flags to Avoid to Create Better Voter Contact Mail:

Red Flag #1: Bad photos.

We can’t stress enough the importance of good photography. Photography is key to bringing your message to life. What better way to show your commitment to the community than to show you out and about in the community? Are you focused on creating jobs? Take photos at a local business. Is education a top issue? Take photos with you reading to children. Be sure to get permission and signed releases from everyone in your photographs. Learn more here and here.

Red Flag #2: Too many words.

Voters’ attention spans are short … shorter than a goldfish’s. Keep each mail piece focused on the message. A concise, well-crafted message is the most memorable and allows room for the art that draws eyes in. Learn more here.

Red Flag #3: No clear directive.

Persuading and motivating are the goals. Mail needs to give voters a clear call to action and a reason to take it. A call to action most often is to vote, but can also be signing up as a volunteer, following your campaign on social media or learning more on your website. Tie your mail into other mediums to give this personal and long-lasting voter contact medium even more power.

Red Flag #4: More of the same.

The days of boring political mail are long gone. Red, white and blue will always have their place, but don’t get stuck in a rut. You need to be bold to stand out in the mailbox. That can come in the shape of the mail piece, the way it folds or simply the writing and design.

Red Flag #5: Do-it-yourself plans.

There are many online printing options for do-it-yourselfers, but it’s important to remember that voter contact mail is about more than just the mail. There’s strategy, targeting, data, and messaging on top of production and postal regulations. Hire experienced and trusted professionals to craft and implement your voter contact mail plan. You’ll get more, and you’ll get better results.

Red Flag #6: The neighborhood print shop.

Trust me. Not “everybody” is using that neighborhood print shop you think “everybody uses around here.” Your opponent probably isn’t, and you’re going to get what you pay for. That means the printer’s friend who took one creative writing class years ago is going to try to write your mail. Somebody in the back of the shop is going to “design” your piece in a Word document. No matter what they tell you, the USPS is going to deliver the mail all the same, no matter where it printed. You are far better off working with a firm that produces mail for a living, has experienced creative professionals to write and design an eye-catching piece and knows the ins-and-outs of the USPS. The right firm will treat you right, no matter how big or small your budget.

There are less than 120 days to the November election. Get started crafting your voter contact mail plan today.

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