March 31, 2011

Writing Copy for Direct Mail Marketing

There are a handful of Must Dos when it comes to writing copy and designing products that go in the mail. There are hundreds of different packages that you can mail…postcards, letters, foldover cards, booklets and self mailers to name a few. Here are few tips for designing and writing copy for postcards. 

  1. Write a compelling headline on the mail panel side. Think of it as a billboard you see driving down the highway at 65 mph. You have about 3 seconds to grab someone’s attention with a great headline. According to studies, people almost always read the side of the postcard that has the mail panel on it. Don’t count on them reading the other side.
  2. Use bullet points. People don’t expect (or want) to read long blocks of copy on a postcard. If your headline draws them in to read more, use bullet points to get the rest of the message across.
  3. Write about benefits, not features. Here’s the difference:
    • Feature:     Our product comes with a user’s guide.
    • Benefit:      Our Free User’s Guide takes you step by step through set up and guarantees your safety when using our product.
  4. Break up copy with meaningful visuals. Pictures, drawings, graphs and charts can tell a story and compliment copy.  Visuals along with copy should motivate the reader to read on and, most importantly, make an inquiry.
  5. Call to action. You have to tell the recipient what you want them to do and the more ways they have, the more likely they'll actually do it. If you want them to make an inquiry, give them phone numbers, web addresses, email addresses, personalized web sites, store locations and anything else available to make that inquiry.
  6. And finally . . . A professional copywriter and designer can get you better results so consider letting a professional design and write copy so you get the most out of your Direct Marketing dollars.

Mike Baber

3 comments:

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