Personalizing
Your Copy
The most important word in direct mail
copy (aside from free, of course) is not "you," as many of the
textbooks would have it, but "I."
Don't
Hold Back
"The more you tell the more you
sell." There is no such thing as too much copy. Remember,
"Nobody reads the white space."
Guidelines
For Great Copy
Do not write a word
until you have studied your product or service and dug out every possible
benefit you can, along with the selling points.
Guidelines
For Great Copy 2
Learn
your market. To whom is this product or service going to be sold? What is
their like? What are their demographics, their lifestyles?
Guidelines
For Great Copy 3
Write
your copy as if you were talking to just
one prospect, not all readers. This is where the copywriter has an
advantage over the face-to-face salesperson.
Humor
in Ad Copy
A copy appeal
that attempts to take a humorous approach will be largely ineffective.
Headlines
to Boost Ad Response
Since
the headline is responsible for about 80% of your response, it is vital
to write one that works. Here are three kinds of headlines that have
been proven in millions of print ads.
Writing
Powerful Brochures
Your
brochure should be factual support for your sales letter, it should
illustrate features, list benefits, provide proofs, make comparisons,
and list technical details to lend credibility to what your letter
claims.
Personalize
Your Copy
One
of direct mail's biggest advantages over mass media is its ability to
make personal one-to-one contact with your prospect.
Call
To Action
The goal of every component of a direct
marketing campaign is to induce action.
Writing
The Perfect Marketing Letter
Despite
the variety of formats we have available and all the hoopla over the
media, the letter remains one of the most effective delivering a
powerful sales message.
The
P. S.
Studies
of direct mail readers tell us that when they pick up a letter,
prospects look first at the signature and next at the P.S.
Demand
Creative Excellence
A
modest investment in delivering quality creative will separate your work
from the also-rans and pay big dividends by improving response.
Increase
Your Response by 30%: The Letter
A letter is the most
important and most powerful part of a direct mail package. Its pulling
power is so strong there are times when the letter can work just by
itself.
What
To Do With Teaser Copy
Well-written
teaser copy can increase response by whetting a customer's appetite
Believability
When You Write
Use lots of specifics. Yes, writing specifics is hard
work, but it builds trust.
8
Ways To Lift Response
Eight ways to increase response when
using direct mail copy
