How to Write an Effective Direct Mail Copy

Direct mail is not a new concept, in fact it has been around since the 1800′s. But then there were far less ways to market products apart from store from advertising. Today we have so many options available such as television and radio not to mention the incredible possibilities of the internet, and direct mail is still as widely used as ever.

Many advertisers and marketers they consider direct mail as being a waste of advertising dollars. Presenting advertising from radio, television and over the internet certainly gets the message across to a vast volume of people at a small cost per person. But there really is still value in direct mail marketing. Direct mail marketing is more personal than most other advertising platforms. It may cost more per person, but there may be less stray dollars spent. Direct mail advertising may include product samples, coupons or any number of incentives that are impossible for many other marketing platforms to deliver.

Writing for direct mail has changed through the years. Once sales pages that were pages and pages long have now been refined and are now only one page, or up to three pages long. People have changed, and times have changed, people just don’t have the time and read pages of advertisement out of interest. If it doesn’t get to the point and make itself clear, well then it has been a waste of advertising dollars.

Please enjoy these few tips we have prepared for you for the effective writing of direct mail marketing.

o Don’t overdo it with the bows and frills. A sales letter is in fact a real letter, too many pretty pictures and brochure inclusions make it far too much like an advertisement.

o This is a letter you may make it personal. Be courteous and address your reader by name. You may need to do a little more homework on your target but the results are well worth it. Consider that you are writing to a friend.

o Call attention to the key points. The key points are problems your product can solve for your readers. Feel free to underline and highlight and please use that ever effecting bullet list.

o Turn features into benefits. The reader really wants to know what it can do for them, not just what it can do.

p.s. Don’t forget the “P.S. “Most reader are interested in the P.S. this is in fact the most often read part of your sales letter.

Direct mail campaigns may appear to cost a little more per person, but this is money well spent into an effective advertising campaign. Use it to your advantage and remember that this is a letter to your customer not an advertising brochure.