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In the News  Back to 1st Qtr News The Message is Clear: Keep it Simple Winter 2005    How many times have you looked at an advertisement and thought, "Who is this and what are they selling?" Sometimes advertisements are vague by design, but more often a confusing advertisement is a result of an underdeveloped message.    The challenge in developing direct mail messages is two-fold. For one, space is limited to the size of the piece and postal regulations. Additionally, the message must compel readers to want to learn more within the first three seconds or viewing. A daunting task for even the most experienced copywriter to say the least.    To develop a direct mail message that delivers, remember the 3 C's - Clear, Concise and Compelling. Clarity. Don't make the reader hunt and guess the main points of the message. For example, if you want the reader to call for more information, make the phone number a main focal point. Whatever the call to action, make it clear and to the point. Make your point several times so it is clear no matter what part of the piece gets read. You may feel like a broken record doing so, but lets face it - readers don't read an entire mail piece. Reiterating your point only makes the mail piece stronger. Concise. Don't confuse the reader with too much information. It's a hard lesson to learn, but most readers don't read, and don't care about every detail of a product or service. Capitalize on one or two strong points to maximize recall and, most importantly, response. Compelling. Why should someone do business with your company? What are the key emotions or impulses involved in your business? These psychological and behavioral characteristics about your product or service are the driving force behind sales. Focus on these for maximum reach.    Sure, there's plenty more to discuss on the subject, but I wouldn't want my clear, concise and compelling message cluttered with extra detail. Otherwise you might forget the most important points of the article. Above all, remember - its a big mailbox out there. Be original with your message and stand out of the mail pile.