How do you create direct mail for political campaigns that works for all kinds of audiences? We dissect a direct mail piece here to see how headlines, subheads, call-outs, body copy and imagery all work to reach the "throw away," "skimmers," and "in-depth reader" viewer types to get your message seen and understood by a larger audience.

1. ANATOMY OF A POLITICAL DIRECT MAIL PIECE:
REACHING ALL TYPES OF VIEWERS
www.sanfordam.com

2. POLITICAL DIRECT MAIL NEEDS TO REACH THREE
DISTINCT TYPES OF AUDIENCES.

3. POLITICAL DIRECT MAIL NEEDS TO REACH THREE
DISTINCT TYPES OF AUDIENCES.
1. “THROW AWAY”

4. WHAT WILL YOUR
AUDIENCE SEE IN THE
2-3 SECONDS IT TAKES
THEM TO DISCARD
YOUR MAILER?

5. WHAT WILL YOUR
AUDIENCE SEE IN THE
2-3 SECONDS IT TAKES
THEM TO DISCARD
YOUR MAILER?
TELL A QUICK STORY
WITH YOUR HEADLINES
& IMAGERY

6. POLITICAL DIRECT MAIL NEEDS TO REACH THREE
DISTINCT TYPES OF AUDIENCES.
1. “THROW AWAY”
2. SKIMMERS

7. WHAT DO YOUR
HEADLINES, SUB
HEADLINES & CALLOUTS
COMMUNICATE IN 8-10
SECONDS?

8. WHAT DO YOUR
HEADLINES, SUB
HEADLINES & CALLOUTS
COMMUNICATE IN 8-10
SECONDS?
TELL A DEEPER STORY
QUICKLY

9. POLITICAL DIRECT MAIL NEEDS TO REACH THREE
DISTINCT TYPES OF AUDIENCES.
1. “THROW AWAY”
2. SKIMMERS
3. IN-DEPTH READERS

10. WHEN VIEWERS DECIDE
TO READ MORE, WHAT
DO THEY LEARN?

11. WHEN VIEWERS DECIDE
TO READ MORE, WHAT
DO THEY LEARN?
FOCUS ON EMOTIONAL
CONNECTIONS AND
TANGIBLE IMPACTS

12. Need Help With Your Campaign?
Sanford Advocacy Marketing has helped 125+ political candidates and causes communicate
more effectively to increase awareness, improve turnout and swing voters to WIN.
Schedule a free consultation with us to learn how your campaign can improve its
communication, both online and offline.