Download - Jan13slides
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The Devil’s in the Details:
Best Practices for Writing Successful Direct Mail
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Direct mail is NOT dead …but those who know how to
write for it are quickly disappearing.
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Direct Mail:
• Virus-free• 3-dimensional• Hard-to-ignore• Engaging formats• Easy to highlight, file, share, refer to
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Appropriate
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►Audience►Product/Service
►Objective
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Write for scanners vs. readers
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The 3:33 Rule
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Odd numbers vs. even(997 vs. 1,000)
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Numerals vs. numbers as words(1,000 vs. one thousand)
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$10,000 vs.
$10,000.00
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Sell BENEFITS, not features. Your reader wants to know,
“What’s in it for me?”(WIIFM?)
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Be Specific• Save money• Save hundreds of dollars• Save an average of $478.22 each year• Save money to put your child through college
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Keep words,
sentences &
paragraphs short
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•
Words: 5 characters or less (75%-80%)Sentences: 1 ½ lines or lessParagraphs: 6 lines or less
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How long should a letter be?
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Letters should be signed.Letters should be signed by a
person, not a company.
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Hot Spots
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Photo captionsBulletsHeadlines & SubheadsSalutationJohnson BoxFirst SentenceP.S.
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Don’t bury your call-to-action. Repeat it more than once.
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Looking for a strong first sentence to launch your letter?
.
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Never end the first page of a multi-page letter
with end punctuation.
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It doesn’t matter what’s inside your outer envelope
if it doesn’t get opened.
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►Teaser copy►Return address►Addressing ►Postage
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Google: Tension Envelope Free White Paper
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FREE is one of the two most powerful words in the
English language.
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Free quoteFree 30-day lookFree guideFree cost comparisonFree analysisFree white paperFree __________
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YOU
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Google the “We-We Calculator”
It’s FREE! And it measures the customer-focus of your
copy and content.
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Find creative ways totransform intangibles into
something more tangible …and also link your direct mail
to your digital assets.
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Repetition works. Find multiple ways to
say the same thing and say it more than once…
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rates are affordable only $10.77/month
pay less than 36¢/daythat’s less than a 1st stamp
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Don’t write in a vacuum. The sooner you team up with
your direct mail designer, the better the end result.
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Use testimonials & product reviews to diffuse
buying objections
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Use charts, graphs & images to support key copy points
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Test. Test. TEST!
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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
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Questions?????