Do’s & Don’ts of Successful Direct Mail Copywriting (& other related tips)
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Do’s & Don’ts of Successful Direct Mail Copywriting
(& other related tips)
Direct mail is NOT dead …but those who know how to
write for it are quickly disappearing.
Appropriate
40-40-20 Rule for Success or Failure
Understand what motivates your audience to take action.
Ed Mayer’s Checklist of Human Motivators
• Make money• Save money• Save time• Avoid effort• Be comfortable• Be healthy• Be popular• Be in style• Avoid criticism• Conserve possessions• Avoid pain• Satisfy curiosity• Avoid trouble
• Satisfy appetite• Protect reputation• Purchase wisely• Have beautiful possessions• Attract the opposite sex• Be individual• Enjoy life• Be clean• Be appreciated• Protect family• Emulate others you admire• Take advantage of opportunities
Ed Mayer’s Checklist of Human Motivators
• Make money• Save money• Save time• Avoid effort• Be comfortable• Be healthy• Be popular• Be in style• Avoid criticism• Conserve possessions• Avoid pain• Satisfy curiosity• Avoid trouble
• Satisfy appetite• Protect reputation• Purchase wisely• Have beautiful possessions• Attract the opposite sex• Be individual• Enjoy life• Be clean• Be appreciated• Protect family• Emulate others you admire• Take advantage of opportunities
When an attorney, compliance person, or approving manager
says, “You can’t say that,” your response should be …
“So, what CAN I say?”
The power of using the rightdirect mail format
to reach your audience with your message & offer
SoloSelf-mailerCatalogMulti-mailerPostcardGram/Overnight Over-sized/odd-sizedTubesThe Unusual
Focus on BENEFITS, not features. Your reader wants to
know,“What’s in it for me?”
(WIIFM?)
Be Specific
• Save money• Save hundreds of dollars• Save an average of $478.22 annually• Save money to put your child through college
The 3:33 Rule
Write for scanners vs. readers
Hot Spots
Keep words,
sentences & paragraphs
short
Start headlines, sentences, bullets & calls-to-action
with active verbs
DiscoverLearnVisitReadSaveMailCall
ProtectBuy
FREE is one of the two most powerful words in the
English language.
Free quoteFree look
Free guideFree cost comparison
Free _________
The other is …
YOU
Google the “WeWe Calculator”
It’s FREE. And it measures the customer-focus of your
copy and content.
Tell people how to respond. Don’t assume they know WHAT you want them to do & HOW &
WHY to do it.
Never end the first page of a multi-page letter
with end punctuation.
Repetition works. Find multiple ways to
say the same thing and say it more than once…
rates are affordable just $10.77/monthless than 36¢/day
less than a first-class stamp
Use QR codes & shortened URLs to connect direct mail readers
with digital content
Having trouble writing your letter opener?
Look for it buried in about the 3rd paragraph
Use testimonials to diffuse buying objections
Don’t write in a vacuum. The sooner you team up with
your direct mail designer, the better the end result.
Make mailing components work together to encourage engagement & response…
starting with the outer envelope
Look for creative ways totransform intangibles into something more tangible.
Use charts, graphs & images to support key copy points
P. S.
Test. Test. TEST!
Thank YOU for your attention, your interest,
and your questions!
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