Little pieces--ads and direct mail flyers--need impact and conciseness just as much as web pages. The canvas is bigger, but the cognitive problem is the same. You have, at best, seconds before the viewer hits the BACK button or drops you in the recycling bin (another tree, another salmon expended for nothing).
|
|
This flyer relies on a soft sell; bullets would be out of place. The higher ground is marked by the heads: Serving the Poorest of the Poor and Their music is a primary source of support. If their eyes just capture that much, I've already accomplished most of my assignment. |
|
excerpt from the back
Having earned their attention emotionally, in this copy I try to engage the parish music directors musically and intellectually. I want to give them enough information to make an intelligent decision for their parish. It's a continuing relationship. They will see collection after collection. I wanted them to trust me on the next ad and the next.
|
|
Working For The LordFather Ho Lung, M.O.P. & FriendsFather Ho Lung's newest album, Working For The Lord, is a cross-cultural collection for personal praise and worship. His African-Caribbean music incorporates reggae, soca and mento rhythms as well as traditional revival and ballad styles in an exotic, yet familiar sound. Father Ho Lung's lyrics are scriptural, his melodies lively, his rhythms distinctly Caribbean. Working For The Lord is a universal celebration of love and hope. |
|
|
