Want Better Results? Go Interactive!

If you want to sell a kid a toy, invite him to play with it in the toy store. Once the child pushes the buttons, pulls the levers, and engages the gadgets, your chances of making a sale go way up. The same concept applies in print. When people receive printed pieces that encourage interaction, such as pull tabs, pop-ups, and lifting pages, they are more likely to respond to its message. If you can get them to “create” the piece themselves, so much the better. It’s why campaigns that allow people to go online “create their own brochures” are so effective. Not only are these brochures personalized to their own needs, tastes, and wants, but because people selected the content themselves, they h