Our Work

KISS – It’s good for you

You’ve undoubtedly heard the old adage, Keep It Simple Stupid (KISS).

Sorry, don’t mean to call you stupid, just saying that KISS applies big time when it comes to creating effective direct response materials.

One of the most important ways to keep it simple?

Don’t ask your supporters to do more than one thing – and definitely, don’t give them choices …

Why not?

Simple.  Choices require thinking and deliberation and they work at cross purposes to your primary goal of getting a response.  In short, they complicate the decision to respond. More thinking = more deliberation = less response.

Even if you’re trying to do something nice for your supporters, I recommend you think twice.

Don’t believe me? Consider this:

Not long ago, a client who is very sophisticated and normally understands the importance of keeping direct response simple, couldn’t resist.  “Look, I appreciate our supporters immensely.  I want to make it as easy as possible for them to support us,” he explained.  “This is very simple, it won’t cause confusion and I seriously doubt it will impact response …”

He was talking about inserting a straightforward “Easy Ways to Give” buckslip to let donors know they could give any way they pleased: 1) Using the package’s enclosed reply form and return envelope; 2) by calling in a credit card #, or 3) by going on-line to a simple and very user-friendly donation form.


Very simple and helpful, right?  Maybe it won’t help results, but simply can’t hurt them, right?


That innocent little buckslip, created only to do good and be helpful, was, in reality, a silent and deadly results killer …

The standard version of the package – identical except for the buckslip – pulled  15% higher!

Take home message: Hit your supporters with a straightforward, emotionally-charged reason to support your good work and then get out of the way and let them give.  KISS!

Katapult MarketingKISS – It’s good for you