5 ways to improve direct mail copy
By: Mark HaslanJuly 9th, 2010
Though the 40/40/20 rule focuses on three core components of direct mail marketing – mailing lists, offers and design – it leaves out another critical aspect: the copy. A direct mail piece could be sent to the perfect candidates, contain the most lucrative promotion and boast a riveting design, but if the copy doesn’t hook the audience, they won’t open the package.
A recent article from Target Marketing Magazine offers business owners some advice on how to fine-tune their marketing copy. By incorporating news elements, using a provocative statement, appealing to emotions, presenting a problem and sharing a big idea, entrepreneurs may be able to increase the number of sales their direct campaigns generate.
By using a "news element," businesses can alleviate recipients’ potential suspicions that the mailer is a sales pitch. For example, a mailer could emphasize the fact that another company has witnessed success using an entrepreneur’s product. When combined with a free offer, this can encourage consumers to read further.
Additionally, the source suggests using a provocative question or outrageous statement. While businesses should avoid bringing up subjects that would turn prospects away, issues that stir up beliefs are best for piquing a customer’s interest.
The copy should also appeal to consumers’ emotions – not their logical train of thought. People tend to make decisions based on emotion rather than logic, so by stimulating their feelings, an entrepreneur is in a better position to encourage them to act.
Target Marketing Magazine also recommends presenting the consumer with a specific question and answer. By posing a question consumers may have and then proving that an entrepreneur’s product addresses this query, business owners can make their goods and services a necessity in the eyes of the customer.
Finally, businesses may want to share a big idea with the consumer. For example, one message used by investment service INCOME reads "Grow rich the ‘lazy’ way." The source notes, "in this case, the big idea was that no one wants to work hard, especially for his money. Once the main theme of shamelessly easy wealth building was established, it was a simple matter to reinforce it throughout the promotion."
Inc. magazine also emphasized the importance of conveying corporate personality in the copy of a direct mail letter. Many times, the sales letter is the company’s first contact with a customer. By being more personable, businesses can leave a lasting impression with consumers, possibly even boosting conversion rates.
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