Not a week goes by that I don’t have an envelope from a photographer come across my desk that is so bloated and so confusing it’s no wonder their order averages are suffering. The problems on the envelopes are all across the board, but range from poor packaging creation (low margins), poor layout and design, etc.… The one from last week which prompted this post was on a No. 10 envelope, imprinted on one side with the information for the parents to fill out. Please STOP doing this! You are killing your sales.
Rant over. Now let me give you 5 tips for creating an effective youth sports envelope.
1. Limit Your Choices
You’ve probably heard it before, a confuse mine always says NO! If so, then why do you have so many items on your youth sports envelope? I see order forms come across my desk every week with 50 to 60 items on envelope. Just because you can add all of these items, doesn’t mean you should.
I suggest that every time you to go to communicate with the customer, ask yourself whether you’re overwhelming them or not. If you think it might be confusing customers, it probably is. I’ve been doing this for 25 years ( I started when I was 2) and I look at some of these order forms and can’t figure them out myself. I can only imagine the parents frustration.