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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.

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Say what you mean, mean what you say.

By Kimberly Anderson

My grandma’s favorite adage: say what you mean, mean what you say. Sounds simple enough. Yet we in politics often get caught in the nuance of clarification to the point that we say next to nothing and mean even less.

Freshman Congresswoman Alexandria Ocasio-Cortez has set the political landscape on fire for a myriad of reasons. But one of the keys to her popularity – and the key to what drives Republican talking heads on Twitter and elsewhere totally nuts – is her authenticity and ability to speak with directness. AOC’s recent 60 Minutes interview with Anderson Cooper is a great example:

Rep. Alexandria Ocasio-Cortez: The president certainly didn’t invent racism. But he’s certainly given a voice to it and expanded it and created a platform for those things.

Anderson Cooper: Do you believe President Trump is a racist?

Rep. Alexandria Ocasio-Cortez: Yeah. Yeah. No question.

Anderson Cooper: How can you say that?

Rep. Alexandria Ocasio-Cortez: (CHUCKLE) When you look at the words that he uses, which are historic dog whistles of white supremacy. When you look at how he reacted to the Charlottesville incident, where neo-Nazis murdered a woman, versus how he manufactures crises like immigrants seeking legal refuge on our borders, it’s — it’s night and day.

The “Is Trump a racist?” question has inexplicably baffled our news media and national political landscape since he announced he was running for president. That so few in positions of leadership are willing to answer that question directly is an indictment of our Democratic political culture. Don’t throw rocks and don’t rock the boat has been the Democratic M.O. for too many decades. It renders words meaningless, forcing people to tune you out as just another politician who won’t take a stand.

Simple, straightforward. More impact, more meaning. It’s what AOC is doing right, and it’s the way we all need to be speaking. Don’t fool yourself into thinking your voters want you to prove how well you can weave a sentence. They want you to be authentic, say what you mean, and mean what you say. Even if they don’t agree with every stand you take, they’ll respect your bravery and honesty.

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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.