News
 12
Tips on Evaluating Direct Mail Copy
By Alan Sharpe
You’ve done all the hard work to make sure your copy
is perfect. The last part should be easy, just mail
it, right? Wrong. How do you know if your direct
mail sales letter is really ready to be mailed?
Here are some quick guidelines on evaluating direct
mail copy by Don Kanter, a direct mail specialist:
1. Does the writer know the product? Has the writer
dug out every selling point and benefit? Has the
writer concentrated on communicating product
benefits instead of features only?
2. Does the writer know her market? Is she aiming at
the most likely prospects rather than at the world
in general?
3. Is the writer talking to the prospect in language
that the prospect will understand?
4. Does the letter look like and read like a letter
written by one individual and intended for another
individual? Or does it sound like it's written by an
organization and intended for the masses?
5. Does the writer make a promise to the prospect
and then prove that the writer can deliver on that
promise?
6. Does the writer get to the point soon enough?
Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling
proposition?
8. Is the copy concise?
9. Is the copy logical and clear? Does it follow a
logical progression?
10. Is the copy enthusiastic? Does the writer
obviously believe in what she is selling?
11. Is the copy complete? Are all the questions
answered, especially obvious ones like product size
and color?
12. Is the copy designed to sell or is it designed
to impress the reader with the writer's ability? You
don't want prospects to exclaim, "That's a great
mailing!" You want them to exclaim: "That's a great
product and I want one now."
---Source: Alan
Sharpe is a direct mail copywriter who helps
businesses attract new clients using direct mail and
email marketing (alansharpe@sharpecopy.com). Don
Kanter is a U.S. direct mail specialist.
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