News
 12
Ways to Evaluate Direct Mail Copy
You spent the last few months of 2007 preparing for
your 2008 direct mail campaign. Now that 2008 is
here, how can you know if your direct mail sales
letter is ready to mail? Check it against these 12
guidelines from Don Kanter, the US 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 their market? Are they
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? Do
they 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 they are 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 sell products and generate leads using
creative direct mail marketing. You can subscribe to
Sharpe & Direct at
www.sharpecopy.com.
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