Direct Mail Copy - Personal Is Powerful
As businesses embrace each new technology for marketing communications, they sometimes forget about the other methods that have worked well in the past. I understand fascination with the latest and greatest, but it’s no reason to neglect the tried and true.
For example, because email marketing has become so widespread, some businesspeople assume that direct mail must no longer be an effective strategy. Savvy companies know that direct mail can still work wonders – if it’s handled correctly.
A mailed letter can serve as a friendly, old-fashioned link between individuals. Carefully crafted direct mail can carry enough of a personal touch to convince customers and prospects that you’re really interested in their business – and for them to give you more of it.
Maximizing the value of that personal connection is as easy as following ten common-sense bits of advice.
- Before you start writing, make sure the mailing list is good and the offer’s attractive. If not, don’t waste your time.
- Make it personal. Avoid salutations like “Dear Businessperson” by making the extra effort (or investment) to personalize addresses and salutations.
- Don’t be obvious. Addresses printed in ALL UPPER CASE are a dead giveaway that you’ve sent a form letter.
- Keep it simple. Your letter should look like a letter, not a trendy fashion magazine.
- Keep it readable, too. Use traditional fonts like Times or Courier, and don’t go smaller than 11 point.
- Call attention to a few key points by underlining (don’t use boldface or italics).
- Write the first draft to a friend (not to a customer) to make it more friendly and compelling.
- Edit, edit, edit, because the secret to good writing is rewriting. Convinced it’s perfect? Walk away and edit it again the next day.
- Put a real signature in ink at the bottom.
- Use a “P.S.” to restate the key benefit or introduce a special offer.
Scott Flood creates effective copy for companies and other organizations. To learn more, visit http://www.sfwriting.com ©2007 Scott Flood All rights reserved.
Tags: Copywriting, direct mail writing, writing marketing copy, writing tips
