When you get down to basics, a direct mail letter is a conversation between the letter signer and its recipient.
A successful direct mail letter is one that motivates the reader to take a specific action. And to motivate the reader, you’ve got to get them to read your letter.
Yet too often, we receive direct mail letters that are offensive to the eye. Big blocks of text crowd the page. Narrow left and right margins choke the life from the words. And small sans serif type printed over a colored background makes the copy difficult to read.
At best, these letters are uninviting – even intimidating – to read. And with only a few seconds to capture the reader’s attention, any distraction to the reader’s eye flow can doom the mailing.
But by applying a few proven techniques to your letter’s layout, you can get the prospect to read further along in your letter. And the more time they spend with your letter, the greater the likelihood of persuading the reader to take the desired action.
Few people – even those who respond – will read the complete letter but you can increase readership of your direct mail letter and achieve a more profitable mailing campaign by following these 11 simple steps. (more…)