What you’re getting wrong about direct mail design.

I have designed hundreds of pieces for our clients since joining The Beytin Agency. Here’s how the process usually works. After the you (the candidate) talk with Aaron or Kimberly and agree on a plan and messaging, the creative team gets a copy memo. From there, we create a design including original photos or stock images that fit the message and theme of the piece.

The next step is the client comment and editing phase. Sometimes we just have a difference in creative visions, and that’s to be expected. But there are some common design mistakes I see regularly that may be getting in the way of voters reading and remembering your message.

1. Bolding everything. If everything is bold, then nothing stands out. Be very selective about the words you want to emphasize. Our copywriters usually do this by putting key words and phrases into headlines or subheads.

2. Saying too much. People are busy. Being too wordy will cause your audience to tune out.

3. Using low quality images. Poor quality images or bad photography can sink your piece. When looking through photos to send to us, try to find the largest file size possible. Make sure the candidate is in focus and looking approachable.

4. Using all available white space. Think of negative space in a piece as the frame around a picture. It guides the eye through the piece. Cramming content onto every inch of your piece will make it unfocused and difficult to read.

5. Make my logo huge! Name ID is important, and that’s why we try to add it into as many headlines and subheads as possible. A normally sized logo will look more professional and credible.

As always, please bring any questions or concerns to our attention. We’re proud to be partners in this process.

What Kids Know…and Candidates Need to Know

What Kids Know…and Candidates Need to Know

By Jen Beytin

The Beytin Agency isn’t our only baby. Aaron and I are the proud parents of two children: a five year old boy and a two year old girl. With both Mommy and Daddy working in the same industry, politics is a common topic of discussion in our home.

What I’ve discovered is that kids really have a knack for getting to the heart of the problem. We can learn a lot from them. They challenge us to answer questions in a new and creative way. They force us to strip away confusing verbal codes and euphemisms. They say what they mean and expect others to do the same.

Kids are naturally authentic. And in this political climate, it’s no secret that voters are yearning for authenticity. Enough people were willing to vote for a presidential candidate who stated his opinions clearly (however heinous they might be) over a candidate who seemed more concerned with saying what everyone wanted to hear.

It’s important to listen to your constituents, but don’t forget to follow your heart and your passions. That’s how to connect with people on a real level. Some will love what you have to say, and those who don’t will at least respect your ability to stand for something.

How I’m Approaching the 2018 Midterms

How I’m Approaching the 2018 Midterms

By Aaron Beytin

Since I started working in direct voter communications in 2001, things have changed. A digital and social media explosion has expanded and multiplied the ways Americans absorb information.

Today, my company can produce better, faster, cheaper, what only giant advertising agencies could do when I first started.

But for the current state of our Democracy, it’s an exciting time.

Those of us who dedicate our lives to equality, liberty, peace, and prosperity face a challenge of unprecedented proportions. I believe the next few years represent nothing less than a battle over Democracy in America.

Like the founders, Democrats will win with strong ideals and original ideas. Like the heroes of the civil rights movement, Democrats will win with principled, peaceful dissent. And like the all the best agents of change throughout history, Democrats will do it with a clear message and a little old-fashioned creativity.

We’re ready to do our part. Here at The Beytin Agency we have the most powerful tools in history at our disposal. Jefferson may have had pen and paper, but we have kick-ass cameras and computers.