Slogans have long been a part of successful advertising - and yet they seem to have less of a part to play in direct mail.

Certainly the headline which simply uses the slogan, the song title, the catch-phrase, or anything else of that ilk, normally seems to fail.

The reason is twofold.  Firstly direct mail is a more intimate form of communication which invites complete communication in proper sentences, rather than the abrupt shouting that is at the heart of the slogan.

Secondly, slogans work when they are part of the atmosphere of the advertisement - part of the overall environment in which they can be accepted as what they are - a shorthand shout encouraging the reader to buy.   Such an atmosphere rarely exists within direct mail.

So the slogan, such as "Everything you need for a successful wedding day" might look ok in a magazine advertisement where the dominant feature is the picture of the happy couple, but is going to be less forceful in a mailshot where more detail is both required and accepted.  As for the more downmarket, "You've tried the rest, now try the best," while it might be passed over in the shop window, it will be readily revealed for what it actually is in the cold reality of the mailshot - a mindless piece of propaganda.

Slogans address the masses - which is why they are more at home in TV advertising, where the constant repetition of "Every little helps" seems to work for the supermarket.   But direct mail, as we have seen again and again, addresses the individual.  It is personal - it is sent to the individual, and addresses the individual, and there is no logic in having gone to all this trouble of being personal, only to end up addressing the individual as part of the crowd.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.