Creative in Direct Mail

The art of producing great creative is a skilful process; great creative ensures that audiences are attracted, engaged and ultimately respond positively to direct mail. 

This module examines how to develop a successful proposition and unique selling point (USP) to ensure that your audience reacts positively to a mail piece - explaining how to use design, copywriting and creative frameworks to enhance this further.

Learning objectives

As you work through this module you will develop:

• An awareness of the formal approaches to generating good creative
• An understanding of the basic principles of good copywriting and design
• The ability to put together a creative brief and to evaluate a brief

This module includes 5 lessons plus a short review. It will require around 3 hours of study time.

• Lesson 1: Proposition development
• Lesson 2: The creative balance
• Lesson 3: Copywriting checklist
• Lesson 4: Design checklist
• Lesson 5: Basics of creative briefing
• Lesson 6: Module summary

Level: Marketing tactics L4