The Devil’s in the Details: Best Practices for Writing Successful Direct Mail
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The Devil’s in the Details:
Best Practices for Writing Successful Direct Mail
Direct mail is NOT dead …but those who know how to
write for it are quickly disappearing.
Direct Mail:
• Virus-free• 3-dimensional• Hard-to-ignore• Engaging formats• Easy to highlight, file, share, refer to
Appropriate
►Audience►Product/Service
►Objective
Write for scanners vs. readers
The 3:33 Rule
Odd numbers vs. even(997 vs. 1,000)
Numerals vs. numbers as words(1,000 vs. one thousand)
$10,000 vs.
$10,000.00
Sell 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 each year• Save money to put your child through college
Keep words,
sentences &
paragraphs short
•
Words: 5 characters or less (75%-80%)Sentences: 1 ½ lines or lessParagraphs: 6 lines or less
How long should a letter be?
Letters should be signed.Letters should be signed by a
person, not a company.
Hot Spots
Photo captionsBulletsHeadlines & SubheadsSalutationJohnson BoxFirst SentenceP.S.
Don’t bury your call-to-action. Repeat it more than once.
Looking for a strong first sentence to launch your letter?
.
Never end the first page of a multi-page letter
with end punctuation.
It doesn’t matter what’s inside your outer envelope
if it doesn’t get opened.
►Teaser copy►Return address►Addressing ►Postage
Google: Tension Envelope Free White Paper
FREE is one of the two most powerful words in the
English language.
Free quoteFree 30-day lookFree guideFree cost comparisonFree analysisFree white paperFree __________
YOU
Google the “We-We Calculator”
It’s FREE! And it measures the customer-focus of your
copy and content.
Find creative ways totransform intangibles into
something more tangible …and also link your direct mail
to your digital assets.
Repetition works. Find multiple ways to
say the same thing and say it more than once…
rates are affordable only $10.77/month
pay less than 36¢/daythat’s less than a 1st stamp
Don’t write in a vacuum. The sooner you team up with
your direct mail designer, the better the end result.
Use testimonials & product reviews to diffuse
buying objections
Use charts, graphs & images to support key copy points
Test. Test. TEST!
Writer’s Resources: White Paper: How to Create Successful Direct Mail
Online: We-We Calculator
YouTube Video: 4 Design Best Practices for Direct Mail
eBook: The Cross-Channel Copywriting Handbook
Questions?????
