There are dozens of "rules" for writing persuasive direct mail. At Curley Direct mail we recommend you use utilize as many rules as possible, but here are ten we try and never overlook.
1. SELL BENEFITS, NOT FEATURES
Your reader doesn't care how his copy machine works, he just wants to make a couple of dozen copies. Show him how your machine can do that.
2. BE CONVERSATIONAL
Write like you're speaking to a close friend. Use emotionally driven text to emphasize what you're saying.
3. GET TO THE POINT - QUICKLY!
If you waste time telling your reader what you have to offer, you'll lose him for sure. It's best to get to the point at the very beginning of the letter. Preferably in the first five lines.
4. SELL, DON'T TELL
The reader doesn't care all that much about you. He cares what you can do for him! Go ahead and tell the company story, but try to phrase it in the form of a benefit. For instance: don't say "we've been in business for 25 years." Say, "our customers have been profiting from our tax reduction strategies since Kennedy was in the White House."
5. ALWAYS INCLUDE A P.S.
Longstanding research shows that the letter is the first thing the reader looks at in the package after the outside envelope. And a majority of people will read the P.S. before they read anything else. So always include a P.S. In addition, it's best to restate your proposition in the P.S., just as you do at the beginning of the letter.
6. LONG COPY SELLS BETTER THAN SHORT COPY
This is a fact. It's not just my opinion. Testing has shown that a four page letter...or even longer...will almost always out pull a two page letter in response. Yes, people are busier than ever. Yes, they are hurried and short on time. However, they will read anything, no matter how long, if it is interesting. Use emotionally driven text to connect with them. If your copy is interesting they will it and respond.
7. FORGET GRAMMAR
Two points. Don't worry about your English teacher grading your work. She won't. Second, your English teacher never sold anything for a living anyway. Please understand, this doesn't mean that it's Al right to sound stupid. It's not. But, it is better to write direct mail copy like the reader reads, than to write like a college professor. Research indicates that most Americans read at about the eighth grade level. That includes college graduates. Write emotionally with easy to understand, everyday words.
8. USE "ACTIVE" WORDS INSTEAD OF "PASSIVE"
You can dramatically increase your mail response simply by substituting action oriented copy. It's better to say "get your new widget!" than it is to say "send for your new widget." Substitute "dial this toll-free number" instead of "call this toll-free number."
9. ALWAYS HAVE A CUTOFF DATE
An expiration date incites action among your readers. Do this every time on every direct mail component and you will succeed.
10. COPY IS NEVER FINISHED
There is no such thing as writing. There is only rewriting. Write, edit it down, rewrite, edit it down. Proof, proof, proof read, and then wait two days and edit your letter one more time.
Copyright © 2006 Curley Direct Mail. All Rights Reserved.