Feature Sidebar: 10 Tips for Using Cartoons in Direct-Mail Fundraising

But the moment I start focusing outside the things of prime personal importance to you, I become a self-involved annoyance and a bore. Make sure that never happens with your campaign.

4. Psychographics, not demographics.
Often when an assignment begins, clients start by describing their audiences’ family sizes and education and income levels. But I want to get into their heads, not their pockets. I need to know what turns them on, what opinions they might share, etc. Well-intended, demographic data only serves to obscure the real target.