Writing Direct Mail Writing Campaigns
Direct Mail is the most effective way to reach your audience. No matter what anyone tries to tell you about how terrific online marketing is, Direct Mail still has the best return on your dollars. Bright colors, standout photos, artistic pictures and unusual sizes are all perfect for catching the eye of the recipient in the mailbox. But the real moment that grabs a prospect is what you say in the headline and the content. Your copy is what will determine if someone will convert their reading to a sale. Convincing the reader that they need to open the envelope and then take action, takes some skill and a bit of imagination. The following is a list of ideas that can help make a conversion happen with great writing in your Direct Mail pieces..
Start off with a bang! State the most important information right in the beginning. All great novels start off with the hook in the very first line or sentence. What is your mailer about? Tell your audience. Be honest and straightforward. Then, later in your informational piece, you can get into further detail. No one wants to read for endless paragraphs about silly little nothings to get to the point of the letter or postcard.
Design the layout of the letter or postcard to be able to be read or scanned in just seconds. If it is business mail and not a personal letter, people look for the piece in a flash to see if they can figure out what the subject matter is. If it catches their interest in that flash of a scan, they will go back and read it for further details. Use bullet points and bold typeface to highlight the main subjects. Number a list. Use short paragraphs and simple sentences. Try subheadlines for different topics.
Try words that are interesting and full of action. Use action words. When people react to what they have read, they feel the need to share the story. They may feel excited or amused or even angry. When they respond emotionally, they are involved. So, you want to use words that make your readers triggered. Focus on the words used in your call to action, words that are passionate. Use power words that make the audience feel something. Amazing, Eye opening, Stunning and Provocative are all words that bring an image immediately to mind. You don’t need to have everyone’s heart racing, but you want to use words that stick in the mind!
The thing that sticks in everyone’s mind no matter in Direct Mail pieces or on the internet, is a good story. When writing your content, consider that you are writing a good story. Paint a picture. You want to hold the attention of the reader and telling a quick story with a beginning, middle and an end, keeps the reader entertained and following through to see what the outcome of the story will be. Use words that create pictures in the reader’s mind and helps them envision what you are saying to them. Describe the scene and explain the characters with the reader a part of the drama.
Most people, when they open a letter or look at a postcard, ask themselves why they have received this card and what is in it for them. Give them the answer. In the very first sentence, the reader should see all the benefits because your target is them. “Live Big”, “Make Great Money”, “Retire Early”, “Live the Life you have dreamed about” are bits that tell the reader what they will get if they read further for the rest of the instructions. Talk to them directly using the word “you” instead of “us” or “we”. Benefits are the reason they will respond.
The design of your mail piece should look personal and not like junk mail. People are very astute with spotting junk mail and it goes into the recycle bin before ever being read. Brilliant colors, flashy boxes and 8 different types of fonts are the first thing that screams “junk”! Don’t use FREE or YOU HAVE WON on envelopes because those will definitely get trashed. You have to treat your mail pieces like the gold they could be. Design them that way that you would want to receive them. Ask yourself if you would open the letter if you got it in YOUR mailbox.
Just like many a company employee manuel, tell the recipient of your direct mail piece exactly what to do. Assume that they have never had this experience before and they are in a dark tunnel. Answer all questions they could possibly ever have before they ask them. Add a Call to Action and a time limit to respond. Stick to the subject at hand and don’t include every single detail. They can get that information when they respond. One objective should be on just one Direct Mail Piece. Be aware of any confusion that could happen with too much information.
Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. Everest Direct Mail and Marketing can help you design a campaign to suit your exact needs. Direct Mail is cost-effective, versatile, highly customizable, quick and easy to set up, reliable and helps you stand out from the typical marketing routines of your competitors. The advantages of direct mail marketing are limitless! Also, the results of your marketing efforts can be measured and tracked easily when using direct mail – no more complicated analytics or time wasted wondering what works and what doesn’t. Using highly-target mailing lists, coupled with unique letters and envelopes, direct mail campaigns ensure your potential customers heed your message by putting your advertisements directly into their hands. In the spam-riddled world of today’s online marketing, using direct mail to publicize yourself makes every cent of your marketing budget count with a high chance for a strong return on your investment.