When you mail

You know my fondness for snail mailing, I love to see it being used. But there is one compelling design “must” that is often overlooked in a mailing shot.

And what’s that?

The signature!

“Always use the writer’s actual signature, and not a neat-‘n’-tidy phony computer font,” said the great copywriter Malcolm Decker. “The signature is your salesman’s handshake.”

So, if you’re doing a mailing, even if it costs a little more, print the signature in blue ink.

(I was reminded of this in reading Denny Hatch’s latest newsletter).