Posts Tagged ‘copywriting’

Your Direct Mail Letter’s “John Hancock” Can Help Drive Results

Tuesday, April 9th, 2013

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Your letter signer is a person with a story to tell. A story that may give you new ways to relate to your mailing’s recipients.

Successful direct mail is a conversation between two people – the letter signer and the mailing’s recipient.

The more information you have about the mailing’s recipient, the better the conversation you can have.

Your Direct Mail Letter's "John Hancock" Can Help Drive Results

Knowing your Letter Signer’s Story Can Help Drive Results

It’s like going to a party and meeting someone new. You can captivate his or her attention for a few moments by talking about yourself. But if you want to hold their attention, you need to ask about their interests and direct the conversation toward them.

This is why successful copywriters study mailing lists.

Understanding the demographics, interests and history of the mailing’s recipients is the listening part of the direct mail conversation.

But your letter also has a voice. It’s the voice of the letter signer.

The copywriter speaks for the letter signer. And by taking time to understand the speaker’s background (more…)

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10 Easy Ways to Strengthen Your Direct Mail Offer and Beat the Control

Friday, August 24th, 2012

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When attempting to beat the control, the temptation is to focus on new copy. But testing new copy alone has far less potential to influence results than does making changes to the mailing’s offer.

Here are 10 easy ways you can increase direct mail response by revising your offer.

  1. Offer something free. Your mailing can include an offer for free shipping, free financing, 3 months’ free membership, address labels, a bookmark, a decal, etc. On the back end, you can fulfill a nearly endless list of gifts – in all price ranges – for those who respond.

10 Easy Ways to Strengthen Direct Mail Offer
If you already offer a premium, test a new one. It doesn’t need to be expensive – or even relate to the organization’s mission – as long as it has a perceived value.

Unfortunately, many groups – and especially boards of directors – hate premiums, believing they cheapen the organization. But most donors and customers respond to (more…)

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How to Kill a Perfectly Good Direct Mail Offer*

Tuesday, June 28th, 2011

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Direct mail is a sales medium. We use it to sell ideas, products and services. And like any other form of sales, its success is based on trust.

Regardless of how much the prospect may value your offer, if he or she doesn’t trust the person attempting to make the sale, it’s not going to happen.

In direct mail, our salesperson is the letter signer. And to establish trust we use testimonials, money-back guarantees and clear, straightforward language.

By definition, an asterisk “indicates omission…”

An asterisk signifies that the claim being made isn’t complete. There are qualifications and/or limitations to what you’re being told. In blunt terms, an asterisk says that (more…)

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How to Get More Value from Your Direct Mail Copywriter

Tuesday, October 19th, 2010

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When I started my direct marketing career, I wanted to be a copywriter. Copywriters were the agency “hotshots”; it seemed like they were the star attraction.

Yet my mentor told me that the people of most value to the agency were direct mail “generalists.” Taking his advice, I spent the next six years learning how to initiate, develop and manage successful direct mail campaigns.

I studied list selection, graphic layouts, the letter’s structure, print production and lettershop capabilities. And I gave special attention to what and how to test.Empowering the Direct Mail Copywriter

Yet today, most of my income comes from direct mail copywriting.

Over the years, I’ve tested (more…)

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