Three Inches Away

Another in the summer series……

Sometimes a little common sense and a little human insight go a long way.
Do we always think enough about our target audience? Do we extend the right sensitivity to all of our communications so we, our potential responders, understand that we really do “know” them.

Think about the following:

“On my income tax 1040 it says ‘Check this box if you are blind.’ I wanted to put a check mark about three inches away.”
Tom Lehrer

How many three-inch away checkmarks do we get??? Perhaps that’s why response rates tend to be single digit.

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