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.
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…)